Consumer Personality Analysis: Tailoring Marketing Strategies for Diverse Segments

Mingyuan Zhou

2024

Abstract

The main aim of this study is to enhance the application of customer personality analysis in devising personalized marketing strategies. Firstly, cluster analysis is employed to segment customers based on their purchasing behaviour and demographic characteristics, aligning marketing efforts with the unique preferences of identified market segments. Secondly, association rules mining is utilized to identify product similarity patterns among market segments, guiding targeted promotional strategies. Thirdly, the effectiveness of these tailored strategies is evaluated by comparing and analyzing participation indices of different market segments. This study not only contributes to academic discourse by applying and evaluating contemporary data analysis methods in real-world settings but also offers practical insights for enterprises seeking to enhance marketing efficiency. The experimental results underscore the importance of detailed customer segmentation and the potential of personalized marketing to enhance customer satisfaction and loyalty. By showcasing the applicability and impact of these strategies in real-world scenarios, this study emphasizes their pivotal role in the ever-evolving marketing landscape, providing a fresh perspective for enterprises to comprehend and engage their diverse customer base.

Paper Citation

in Harvard Style

Zhou M. (2024). Consumer Personality Analysis: Tailoring Marketing Strategies for Diverse Segments. In Proceedings of the 1st International Conference on Engineering Management, Information Technology and Intelligence - Volume 1: EMITI; ISBN 978-989-758-713-9, SciTePress, pages 243-249. DOI: 10.5220/0012925400004508

in Bibtex Style

@conference{emiti24,
author={Mingyuan Zhou},
title={Consumer Personality Analysis: Tailoring Marketing Strategies for Diverse Segments},
booktitle={Proceedings of the 1st International Conference on Engineering Management, Information Technology and Intelligence - Volume 1: EMITI},
year={2024},
pages={243-249},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0012925400004508},
isbn={978-989-758-713-9},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 1st International Conference on Engineering Management, Information Technology and Intelligence - Volume 1: EMITI
TI - Consumer Personality Analysis: Tailoring Marketing Strategies for Diverse Segments
SN - 978-989-758-713-9
AU - Zhou M.
PY - 2024
SP - 243
EP - 249
DO - 10.5220/0012925400004508
PB - SciTePress