Marketing Research Case Study

Traverse Communications: Identifying Target Customers

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Abstract:
This case study is meant for students pursuing course on Marketing Research. The case study, with the example of a leading mobile phone store, explains how customers can be segmented using cluster analysis. Traverse Communications is a leading chain of mobile stores in Chennai that deals in various leading brands of mobiles. It offers the lowest prices in Chennai and is making good business. However, its MD Pratap Saxena wants to improve the marketing and promotional activities specific to target customers. He takes the help of his friend and a statistician, Praful Pathak who helps him to identify four types of cluster groups using cluster analysis.

Pedagogical Objectives:

• To discuss how through cluster analysis, similar kind of users/customers can be grouped together
• To elucidate how cluster analysis can be used in marketing.

Keywords : Cluster Analysis, Marketing Research, Segmentation, Targeting, Data Analysis, Statistical Analysis, Data Collection, Market Research, Mobile Phone Users