An integrated approach of Kano model and ANOVA technique in market segmentation — a case of a coach company

Abstract

An integrated approach of Kano model and ANOVA technique is used in this study to classify an entire group of customers into appropriate clusters based on demographic and personal information. Kano model helps the decision maker to value the service features provided by the coach company from customers’ viewpoints in multiple dimensions. In addition, ANOVA technique enables the decision maker to identity significant variables for market segmentation. Thus, an integration of Kano model and ANOVA technique is first to understand the different preferences and then to meet the different needs among different clusters by providing better customer-oriented service features. In this case study, gender and the frequency per week are the two major variables for market segmentation. Therefore, the decision maker could use the combination of gender and frequency to classify, understand, and provide different customer needs among the four different clusters.

Keywords and phrases:

• ano model
• ANOVA technique
• market segmentation
• service feature
• cluster