Technographic segmentation using neural network at the Rainforest World Music Festival / Nur Balqish Hassan ... [et al.]
Market segmentation is a marketing strategy practice that divides consumers into groups with varying needs and interests. This helps marketers to understand the subgroups’ needs and to tailor their marketing efforts and product offerings to meet those needs. Event marketers are no exception. Althoug...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Universiti Teknologi Mara Selangor
2019
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| Online Access: | https://ir.uitm.edu.my/id/eprint/32319/ |
| _version_ | 1848807993296027648 |
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| author | Hassan, Nur Balqish Hashim, Noor Hazarina Bakhary, Norhisham Padil, Khairul H. |
| author_facet | Hassan, Nur Balqish Hashim, Noor Hazarina Bakhary, Norhisham Padil, Khairul H. |
| author_sort | Hassan, Nur Balqish |
| building | UiTM Institutional Repository |
| collection | Online Access |
| description | Market segmentation is a marketing strategy practice that divides consumers into groups with varying needs and interests. This helps marketers to understand the subgroups’ needs and to tailor their marketing efforts and product offerings to meet those needs. Event marketers are no exception. Although the most frequently used technique in identifying market segment, cluster analysis, yields unstable results and cannot handle large data sets, neural networks can overcome these problems. This study proposes the development of technographic segmentation of visitors attending a music festival based on their smartphone usage and a combination of psychographic and behavioral factors. This system classifies consumers based on motivations, use patterns, and attitudes towards technology. It uses cluster analysis to identify segments, and to demonstrate the applicability of using neural network for segmentation process. |
| first_indexed | 2025-11-14T22:51:39Z |
| format | Article |
| id | uitm-32319 |
| institution | Universiti Teknologi MARA |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T22:51:39Z |
| publishDate | 2019 |
| publisher | Universiti Teknologi Mara Selangor |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | uitm-323192020-07-22T01:23:40Z https://ir.uitm.edu.my/id/eprint/32319/ Technographic segmentation using neural network at the Rainforest World Music Festival / Nur Balqish Hassan ... [et al.] jthca Hassan, Nur Balqish Hashim, Noor Hazarina Bakhary, Norhisham Padil, Khairul H. Marketing Market segmentation. Target marketing Market segmentation is a marketing strategy practice that divides consumers into groups with varying needs and interests. This helps marketers to understand the subgroups’ needs and to tailor their marketing efforts and product offerings to meet those needs. Event marketers are no exception. Although the most frequently used technique in identifying market segment, cluster analysis, yields unstable results and cannot handle large data sets, neural networks can overcome these problems. This study proposes the development of technographic segmentation of visitors attending a music festival based on their smartphone usage and a combination of psychographic and behavioral factors. This system classifies consumers based on motivations, use patterns, and attitudes towards technology. It uses cluster analysis to identify segments, and to demonstrate the applicability of using neural network for segmentation process. Universiti Teknologi Mara Selangor 2019-09 Article PeerReviewed text en https://ir.uitm.edu.my/id/eprint/32319/1/32319.pdf Hassan, Nur Balqish and Hashim, Noor Hazarina and Bakhary, Norhisham and Padil, Khairul H. (2019) Technographic segmentation using neural network at the Rainforest World Music Festival / Nur Balqish Hassan ... [et al.]. (2019) Journal of Tourism, Hospitality & Culinary Arts (JTHCA) <https://ir.uitm.edu.my/view/publication/Journal_of_Tourism,_Hospitality_=26_Culinary_Arts_=28JTHCA=29.html>, 7 (3). pp. 1-16. ISSN 1985-8914 ; 2590-3837 https://www.jthca.org/ |
| spellingShingle | Marketing Market segmentation. Target marketing Hassan, Nur Balqish Hashim, Noor Hazarina Bakhary, Norhisham Padil, Khairul H. Technographic segmentation using neural network at the Rainforest World Music Festival / Nur Balqish Hassan ... [et al.] |
| title | Technographic segmentation using neural network at the Rainforest World Music Festival / Nur Balqish Hassan ... [et al.] |
| title_full | Technographic segmentation using neural network at the Rainforest World Music Festival / Nur Balqish Hassan ... [et al.] |
| title_fullStr | Technographic segmentation using neural network at the Rainforest World Music Festival / Nur Balqish Hassan ... [et al.] |
| title_full_unstemmed | Technographic segmentation using neural network at the Rainforest World Music Festival / Nur Balqish Hassan ... [et al.] |
| title_short | Technographic segmentation using neural network at the Rainforest World Music Festival / Nur Balqish Hassan ... [et al.] |
| title_sort | technographic segmentation using neural network at the rainforest world music festival / nur balqish hassan ... [et al.] |
| topic | Marketing Market segmentation. Target marketing |
| url | https://ir.uitm.edu.my/id/eprint/32319/ https://ir.uitm.edu.my/id/eprint/32319/ |