Segmentation of Entertainment Consumers: An Ecuadorian Experience

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José Morales Vergara
Pablo Pérez Gosende
Danny Arevalo Avecilla
Carmen Padilla Lozano
Guilermo Albán González

Abstract

This paper is the result of applying post-hoc segmentation procedures to entertainment custorners in Latacunga, in Ecuador. Qualitative exploratory tools such as group focusing and the Delphi mediad were used for identifying and validating the features that costurners value when selecting their entertainment. Multivariate statistical techniques like hierarchical cluster analysis and discriminant analysis were used to prepare this paper. Respondents were classified based on the preferences they showed when selecting their entertainment. This research aims to classify Latacunga entertainment according to the benefits they sought. It was found that there were three well defined customer groups: Sorne customers were very demanding; sorne were conformists and others looked for artistic offers. Quite a few wanted improvernent in customer service.

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How to Cite
Morales Vergara, J., Pérez Gosende, P., Arevalo Avecilla, D., Padilla Lozano, C., & Albán González, G. (2017). Segmentation of Entertainment Consumers: An Ecuadorian Experience. PODIUM, (30), 121–133. https://doi.org/10.31095/podium.2016.30.8
Section
Scientific articles
Author Biographies

José Morales Vergara, Universidad de Guayaquil

Ph.D (c): Magíste Marketing Comercio Internacional Economista con mención en Gestión Empresarial, especialización Marketing Universidad de Guayaquil

Pablo Pérez Gosende, Universidad Politécnica Salesiana

Master en Administración de Empresas, Gestión de la Producción y los Servicios, Ingeniero Industrial. Universidad Politécnica Salesiana del Ecuador.

Danny Arevalo Avecilla, Universidad Católica Santiago de Guayaquil

Ph.D (c). Magíster en Marketing y comercio Internacional. MBA, Economista con mención en Gestión Empresarial, especialización Finanzas Universidad Católica de Santiago de Guayaquil.

Carmen Padilla Lozano, Universidad Católica Santiago de Guayaquil

Ph.D (c). Magíster en Finanzas y Proyectos Corporativos, 
Ingeniera Comercial Universidad Católica de Santiago de Guayaquil

Guilermo Albán González, Universidad Espíritu Santo

Ph.D en Lingüística, Universidid de Jaén, Magíster en Enseñanza del Inglés comó Idioma Extrajero, Universidad de Jaén, Bachelor of Afts, Yale University. Director Writing Center UEES, Docente
de la Universidad Espíritu Santo.

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