Customer Segmentation and Purchase Behavior Analysis

This study examined customer segmentation through purchase behavior using a structured survey and a data-driven clustering approach. The results show that customers differ meaningfully in price sensitivity, brand loyalty, deliberation, impulsiveness and service satisfaction, and that these differences can be converted into interpretable behavioral segments. The four-segment solution provides a practical framework for understanding customers beyond demographic labels. The segments differ in their intensity of involvement, response to price and promotions, attachment to brands, tendency to deliberate and level of service satisfaction. The statistical results further indicate that segment membership is not simply determined by occupation, while income and brand loyalty show significant variation in selected analyses. The findings support the use of behavioral data as an important input for targeted marketing and customer relationship decisions. At the same time, the results should be interpreted within the limitations of the sample and study design. Future research using larger samples and actual customer transaction data can strengthen the validation and commercial applicability of the segmentation framework.

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