Creating a geodemographic classification model within geo-marketing: the case of Eskişehir province

Ergun Mustafa (), Uyguçgil Hakan () and Atalik Özlem ()
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Ergun Mustafa: Giresun University, Bulancak KK School of Applied Sciences, Giresun, Turkey, phone: +90454 315 21 82, fax: 0454 315 10 63
Uyguçgil Hakan: Eskişehir Technical University, Earth and Space Sciences Institute, Eskişehir, Turkey, phone: +90222 323 91 29, fax: +90222 3222266
Atalik Özlem: Eskişehir Technical University, Faculty of Aeronautics and Astronautics, Eskişehir, Turkey, phone: +90 (222) 322 20 70 fax: +90 222 322 16 19

Bulletin of Geography. Socio-economic Series, 2020, vol. 47, issue 47, 45-61

Abstract: Businesses today face great competition in their operations, making it necessary for them to adopt a “customer-oriented” approach. In this competitive environment, where customers are more valuable, enterprises accrue great advantages from an understanding of the characteristics of the target audience in all dimensions. This is where the importance of geo-marketing and demographic segmentation for enterprises emerges. This study performed a geo-demographic segmentation of the urban neighbourhoods of Eskişehir province and sought to determine the characteristics of the people living in these neighbourhoods at the household level. The Groups created using the SPSS package program as well as Principal Components Analysis (PCA) and Hierarchical Clustering Analysis were then mapped on the GIS platform as urban neighbourhoods.

Keywords: Geodemographic segmentation; Urban neighbourhoods; Geo-marketing; GIS (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:buogeo:v:47:y:2020:i:47:p:45-61:n:3

DOI: 10.2478/bog-2020-0003

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