Customer Segmentation in Mobile Services Industry A Cluster and VALS 2 Systems Approach
Neeraj Kaushik, Associate Professor, Department of Management Studies; Rekha Mishra, MBA Student, Technological Institute of Textile & Sciences, Bhiwani
Market segmentation and corresponding product differentiation strategy can give a firm a commercial advantage. The goal of our study was to propose a model that allows advanced technical approach findings to be correlated and expressed in easy and simpler approach for quick comprehension of one and all and as a tool for identification of the potential market for services and products. In our study we first made use of Cluster analysis to identify the distinct cluster or group of customer with similar buying habits from data gathered using primary research in our earlier study. Later we made use of VALS 2 (for "Values, Attitudes and Lifestyles") system, a psychographic segmentation and a marketing tool. We found that results from cluster analysis could well be equated with the findings drawn based on VALS2 system