Demographic market segmentation on usage of clothes in Ampara district: cloth marketers point of view

Abstract

Demographic market segmentation studies have been conducted in different product or industry, in different countries, and in different time intervals. In addition to country- wide, time- wise, and product or industry-wise differences, there are demographic market segmentation studies in different methodologies. Thus, this study is conducted in cloth usage in Ampara District of Sri Lanka in 2015 using discriminant analysis. This study attempts to examine significant differences exist among the low usage group and high usage group in terms of demographic market segmentation and to develop a discriminant model between demographic market segmentation variables and usage groups. Based on previous empirical findings, a conceptual model is titled as selected demographic market segmentation variables and usage. This study considers 98 cloth marketers in Ampara District of Sri Lanka. This study adopted a non- probability sampling technique of convenience sampling. This study used a discriminant analysis as a new technique for demographic market segmentation. Descriptive statistics such as mean, standard deviation and coefficient of variation were used in this study. Wilky‘s Lambda and discriminant functional analysis were also made in this study. SPSS having the version of 22.0 was used in this study. It is found that there is significant difference among the low usage group and high usage group in terms of demographic market segmentation variables such as income, family size and age. Based on the results of the study, standardized canonical discriminant function has been formulated using standardized canonical discriminant function coefficient. Standardised canonical discriminant function has been created in this study.