@phdthesis{Matt2020,
  type      = {Master Thesis},
  author    = {Franziska Matt},
  title     = {Market segmentation analysis in the B2C health industry},
  journal    = {Marktsegmentierungsanalyse in der B2C-Gesundheitsindustrie. Ein Konzept zur Identifizierung des attraktiven Zielmarktes eines internationalen Nischenanbieters anhand von a-priori- und a-posteriori-Segmentierungstechniken},
  doi       = {10.25924/opus-3698},
  pages     = {[17], 153, i},
  year      = {2020},
  abstract  = {The purpose of this work is to explore implicit schemes underlying the market segmentation analysis process. Boosting transparency for and in the new discipline of healthcare marketing, the work offers a toolbox of both primary and secondary methods to identify the accurate target market. This is crucial, since resource allocation in B2C segmentation and targeting is still often misleading. An Austrian, internationally present niche player serves as a research object to turn theoretical insights into practical verification. Data for the thesis are collected through company-internal data analysis and desk research, grounded in a multi-method approach with primary and secondary research. On the one hand, the work assesses the most effective segmentation and attractiveness/knock-out criteria according to scientific sources. Delving into the topic of a priori and a posteriori segmentation, an overview of suitable techniques is going to be offered. On the other hand, the thesis illustrates how the accurate target segment in the healthcare industry can be evaluated and determined through companyinternal consumer and market data. Primary research on demographics (age, gender), psychographics (preferred channels), behavioral criteria (new/existing, CLC) and product categories is found to be particularly meaningful for the healthcare player. Results vary between countries, which is why an international-marketing strategy instead of a domestic-marketing approach is advisable. Secondary research shows that socio-demographic and behavioral criteria are most used as a priori criteria, whereas a posteriori segmentation is promising to reveal psychographic clusters. One of the author’s recommendations is to niche down accurate market segments such as LOHAS or “best agers” by refining psychographics/socio-demographics with behavioral segmentation through “occasions” (e.g. back pain, depression, injuries). Novel approaches such as outcome-based segmentation or emphasizing “promoters” are discussed too. The findings pave marketing managers the way for identifying the accurate target segments in the B2C health industry, selecting accurate methods grounded in profound scientific research and with concepts suitable for SMEs. The thesis proves that marketing segmentation is no longer a “nice-to-have” but a “must” in the health(care) industry.},
  language  = {en}
}