<![CDATA[Purpose – This study aims to identify market segments based on demographic and psychographic characteristics to support the development of effective marketing strategies for the SUCEAN bag business. Design/methodology/approach – This study employs a quantitative research approach using cluster analysis to classify consumers into homogeneous market segments based on demographic and psychographic variables. The analysis focuses on identifying differences in consumer characteristics and purchasing behavior to support market segmentation and strategic decision-making. Findings – The results reveal significant differences in consumer preferences and purchasing behavior across demographic characteristics, including age, gender, education, and income. In addition, psychographic factors such as lifestyle, personal values, and personality play a significant role in shaping purchasing decisions. The identified market segments provide a foundation for designing targeted marketing strategies, selecting appropriate promotional channels, and developing products and campaigns that align with the preferences and values of each consumer segment. Originality/value – This study contributes to the marketing segmentation literature by integrating demographic and psychographic variables through cluster analysis in the context of a local fashion business. The findings provide practical implications for SMEs, particularly SUCEAN, in developing data-driven segmentation, targeting, and positioning (STP) strategies to improve marketing effectiveness, competitiveness, and business growth]]>
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