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September 12, 2025Advances in Hospitality and Tourism Research (AHTR)Open Access

Distribution Mix Creation Using Data-Driven Market Segmentation

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Authors

ŠCŠtěpán ChalupaTarumanagara UniversityMPMartin PetříčekTarumanagara University

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Implication

Analysis reveals 12 market segments and elasticities for enhancing distribution strategies.

Key Points

  • The study identifies twelve distinct market segments reflecting customer behaviour, improving marketing strategies.
  • Elasticity coefficients ranged from -3.4 to 1.6, demonstrating varying responses to price changes across segments.
  • Two-Step Clustering Method was employed to categorize customer behaviour, complemented by log-log regression models.
  • The approach enhances RFM analysis for the service industry by incorporating price elasticity instead of recency.

Cite This Study

Chalupa et al. (2025) studied this question.

synapsesocial.com/papers/68d41c15713b0b5dfea6601bhttps://doi.org/10.30519/ahtr.1417502
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