Segmentation of Entertainment Consumers: An Ecuadorian Experience

Segmentation of Entertainment Consumers: An Ecuadorian Experience

This paper is the result of applying post-hoc segmentation procedures to entertainment custorners in Latacunga, in Ecuador. Qualitative exploratory tools such as group focusing and the Delphi mediad were used for identifying and validating the features that costurners value when selecting their ente...

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Bibliographic Details
Main Authors: José Morales Vergara, Pablo Pérez Gosende, Danny Arevalo Avecilla, Carmen Padilla Lozano, Guilermo Padilla Lozano
Format: Article
Language:English
Published: Universidad Espíritu Santo 2017-05-01
Series:PODIUM
Subjects:
Post-hoc segmentation
Delphi method
hierarchical cluster analysis
discriminant analysis.
Online Access:http://revistas.uees.edu.ec/index.php/Podium/article/view/12

Internet

http://revistas.uees.edu.ec/index.php/Podium/article/view/12

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