Satisfaction-based segmentation: Application of Kano model in Indian fast food industry

Abhilash Ponnam, Debajani Sahoo, Makam Balaji

Research output: Journal PublicationArticlepeer-review

6 Citations (Scopus)

Abstract

This article proposes a satisfaction-based segmentation built upon Kano et al's (1984) taxonomy of product requirements, which is based in an engineering context. The proposed methodology is illustrated by segmenting young Indian consumers of fast food restaurants. CATREG procedure is used to find relevant drivers of consumer satisfaction, then, two step cluster analysis is used to derive satisfaction-based segments. A four cluster solution is obtained. After assessing the reliability and validity of segments obtained, segments are interpreted as value for money seekers, variety/novelty seekers, taste seekers and traditionalists, respectively.

Original languageEnglish
Pages (from-to)195-205
Number of pages11
JournalJournal of Targeting, Measurement and Analysis for Marketing
Volume19
Issue number3-4
DOIs
Publication statusPublished - Sep 2011
Externally publishedYes

Keywords

  • categorical regression
  • fast food
  • KANO model
  • satisfaction-based segmentation
  • two step cluster analysis

ASJC Scopus subject areas

  • Finance
  • Economics and Econometrics
  • Strategy and Management
  • Statistics, Probability and Uncertainty
  • Marketing

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