Customer segmentation based on psychographic and demographic aspects as a determinant of customer targeting in the online environment

Abstract

Because of the large number of communication tools available in the online environment, besides creating an attractive product, hotel management needs to accurately target each segment through meaningful content and find a relevant communication journey of informational nature. For this reason, the aim of the contribution is to propose customer segmentation based on psychographic and demographic aspects as a determinant of customer targeting in the online environment. Due to the impossibility of its determination and subsequent application across the entire market, we determined the segmentation in the selected industry based on a survey of customers (hotel guests) in the Slovak Republic. By means of scientific research methods such as excerpting, description, comparative analysis, deduction and induction, determination of absolute and relative number, level of mean values, confirmation of the existence of dependency between variables, we extracted the obtained data from marketing research into the required information necessary to fulfill the aim of the contribution.

Studi Segmentation, Targeting, Positioning (STP) pada Bauran Pemasaran Produk Klinik Eksekutif Rumah Sakit Gigi Mulut pada Masa Pandemi COVID-19

“…Berdasarkan Usia, yang paling banyak datang ke klinik ini yaitu usia produktif pada 18-40 tahun 65,77%, pekerjaan karyawan swasta dan memiliki Pendidikan terakhir Strata. Terdapat hubungan antara tingkat pendidikan dan layanan yang diterima akan mempengaruhi persepsi pasien tentang mutu pelayanan kesehatan (Nica et al, 2020).…”