Motivation is the drive of an individual
behavior and is highly related to what people talk and behave while Segmentation
is an important marketing concept for business to understand the demand of
consumer and formulate marketing strategy to fulfill consumer demand. An
integrated model is developed in this research to segment Karaoke TV (KTV)
consumer based on both their positive and negative motivations simultaneously
with empirical data. Four segments are recognized as “Not fond of KTV group
(6%)”, “Having slightly bad KTV experience with low self-confi- dence to
singing group (29%)”, “Having bad KTV experience with slightly self-confidence
to singing (47%)”, and “Social oriented singing star (18%)”. Service strategy
is further explored for each segment.
Cite this paper
Lin, J. (2015) An Integrated Motive Based Consumer Segmentation for Karaoke TV (KTV) and Service Strategy. Open Journal of Social Sciences
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