Profile Variables as a Basis for Segmenting Markets: A Guesthouse Perspective

Abstract

Marketers frequently use profile variables to differentiate between groups of customers. The question arises as to whether these variables can also be used by guesthouses in segmenting their market. Segmentation helps marketers better meet customers’ needs and leads to increased customer satisfaction. This study determines whether significant differences exist in visitors’ perceptions of experience realms, given their age, gender, education level, and prior visits to the guesthouse, and whether these variables can be used in segmenting the market. The analysis of data provided by 541 guests who stayed at 51 guesthouses in Ghana shows that visitors from different age groups differ significantly with respect to the experience realms, except for Escape. Prior visits to the guesthouse resulted in significant differences in perceptions of Entertainment, Escape, Atmospherics, Peace of mind, and Efficiency, while education resulted in different perceptions of the Entertainment realm . The results can assist guesthouse managers in Ghana in allocating resources to segments that would yield maximum returns in Ghana.

Profile Features of Mobile Network Customers in Ghana as a Basis for Market Segmentation, Targeting and Positioning

“…Also, significance differences were found between customer experiences and level of education and support the hypothesis H3. Also, this result support the finding of the following authors (Amoah, Radder, & van Eyk, 2018;Juwaheer, 2007;Haralambopoulos & Pizam, 1996).…”

“…The findings from the customers' age groups concur with H1 (the different customer age groups experience mobile network operators differently) and are compatible with the study conducted by (Amoah, Radder, & van Eyk, 2018;Jonas, Radder, & van Eyk, 2019;Radder & Han, 2015). Respondents aged between 19 and 30 constituted the higher number of customers that experienced network operators differently.…”

Customer Satisfaction Analysis of Banks: The Role of Market Segmentation

“…Segmentation is taken into account in the banking system, as in any other service field, as an essential way of operationalizing the marketing principle and providing guidance for the marketing policy of a bank and the distribution of capital between markets and services. Consumer segmentation, in principle, is the practice of splitting a market into different categories of individuals or organizations who have one or more common responses to some marketing mix components Amoah, and Radder, [2]. The segmentation process implies dividing the entire industry into homogeneous divisions, suggesting that there are two schools of thinking by choosing the target market segmentation literature.…”