Market Segmentation Using Enhanced RFM (Regency, Frequency, Monetary) Model

Yoseph, Fahed (2017) Market Segmentation Using Enhanced RFM (Regency, Frequency, Monetary) Model. Masters thesis, Universiti Sains Malaysia.

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The importance of targeted marketing strategy, a principle method for transforming retailers from being product-oriented to customer centric, has attracted interest from both industry and academia. It is well known fact that consumers differ in various ways, and have contrasting buying preferences. A widely used approach for gaining insight into the heterogeneity of customer buying behavior and profitability is market segmentation. It refers to the division of a mass market into smaller homogeneous markets based on purchase similarity and the diversity of customers.

Item Type: Thesis (Masters)
Subjects: Q Science > QA Mathematics > QA75.5-76.95 Electronic computers. Computer science
Divisions: Pusat Pengajian Sains Komputer (School of Computer Sciences) > Thesis
Depositing User: ASM Ab Shukor Mustapa
Date Deposited: 11 Sep 2019 01:27
Last Modified: 11 Sep 2019 01:27

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