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

Ergun M., Uygucgil H., Atalik Ö.

BULLETIN OF GEOGRAPHY-SOCIO-ECONOMIC SERIES, cilt.47, sa.47, ss.45-61, 2020 (ESCI) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 47 Sayı: 47
  • Basım Tarihi: 2020
  • Doi Numarası: 10.2478/bog-2020-0003
  • Dergi Adı: BULLETIN OF GEOGRAPHY-SOCIO-ECONOMIC SERIES
  • Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI), Scopus, Academic Search Premier, International Bibliography of Social Sciences, CAB Abstracts, Sociological abstracts, Directory of Open Access Journals
  • Sayfa Sayıları: ss.45-61
  • Anadolu Üniversitesi Adresli: Evet

Özet

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 Eskisehir 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.