APPLICATION OF CLUSTER ANALYSIS METHODS TO SEGMENT THE INDUSTRIAL MARKET
The paper illustrates the theoretical approaches and methods of segmenting industrial markets. To get the sound segmentation of the industrial market it is proposed to use the cluster analysis methods. As the criteria the authors apply the signs of both macro- and micro segmentation. The authors represent the results of segmentation using the cluster analysis method of the PVC profile market for window and door units, and elaborate recommendations for the formation of the company`s product range.
Keywords: market analysis, segmentation of industrial markets, the criteria for segmentation, cluster analysis, PVC profile.
Natalia B. Izakova, senior lecturer; Larisa M. Kapustina, Doctor of Economics, Professor, Head of "Marketing and International Management" Department. - Urals State University of Economics.