Sequential, Simultaneous and Optimal Approaches to Segmentation: Theory and Application
Visvabharathy, Ganesan
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https://hdl.handle.net/2142/72304
Description
Title
Sequential, Simultaneous and Optimal Approaches to Segmentation: Theory and Application
Author(s)
Visvabharathy, Ganesan
Issue Date
1979
Department of Study
Business Administration
Discipline
Business Adminstration
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
Ph.D.
Degree Level
Dissertation
Keyword(s)
Business Administration, Marketing
Abstract
Market segmentation has been an important area for both academicians and practitioners in the field of Marketing. Most of the focus of the past research in the area has been on identifying bases for segmentation. Further steps in the segmentation process like evaluating the economics of segmentation, developing marketing programs for each segment, implementation and control of such programs have not been given the amount of attention they deserve. Secondly, several managerial constraints have not explicitly been taken into account in forming the segments. Thirdly, the issue of optimality in segmentation has not been addressed adequately. Fourthly, the process of allocation of resources to segments is treated as a problem distinct from the problem of forming segments. And finally, the issue of whether the explanatory variables should be fed in groups of a few at a time (sequential process) or all at one time (simultaneous process) has not been sufficiently examined.
It is the intent of this dissertation to address the above-mentioned issues. Specifically, the research, using real-life data, (i) tries to assess the superiority of a sequential process over a simultaneous process, (ii) builds an optimization model that takes into account managerial constraints, and (iii) builds another optimization model to simultaneously segment and allocate resources to the segments. Solution procedures for the models have also been developed.
It was found that the sequential process outperforms the simultaneous process, based on certain yardsticks used for comparison. The optimal model, taking into account constraints, appears to outperform both the 'aggregated' sequential and simultaneous procedures, under certain conditions. The solution procedure devised for the integrated segmentation-resource allocation model uses the principle of 'stagewise' optimization.
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