ResearchBib Share Your Research, Maximize Your Social Impacts
Sign for Notice Everyday Sign up >> Login

A Cluster Analysis Approach to Market Segmentation in the Airlines Industry

Journal: BEST : International Journal of Management, Information Technology and Engineering ( BEST : IJMITE ) (Vol.6, No. 3)

Publication Date:

Authors : ; ;

Page : 17-26

Keywords : Airlines; Cluster Analysis; Market Segmentation & Survey Data;

Source : Downloadexternal Find it from : Google Scholarexternal


This paper considers a market segmentation of the airlines's industry, using cluster analysis and a set of selected variables, some demographic, some having to do with the responders' flight experiences and some having to do with the responders' airport experiences. Specific airlines/"brands" are not detailed. The data are based on a survey by IBM Watson Analytics, and the sample size exceeds 100,000 customers. We find that we have 6 clusters, each of which has clear distinguishing characteristics. Marketing implications for reaching these clusters are examined.

Last modified: 2018-04-26 22:07:28