Implementation of Clustering Based on Perceived Value in Determining Consumer Segmentation

Hakim, Muhammad Adam Daffa Al
Hussein, Ananda Sabil

Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Vol. 4 No. 2 (2025)

Purpose – This study aims to analyze consumer segmentation of Cinta Kacamata, an optical shop in Palembang City, in order to support the development of more effective and targeted marketing strategies in a highly competitive optical industry.     Design/methodology/approach –  This study employs a quantitative problem-solving research design using cluster analysis. The sample consists of 100 respondents selected through purposive sampling. Data were analyzed using cluster analysis to identify distinct consumer groups based on their characteristics in selecting and purchasing eyewear products.   Findings – The results identify four distinct consumer clusters with different characteristics in eyewear purchasing behavior. These segmentation results indicate that consumers exhibit diverse preferences and decision-making patterns, which require tailored marketing strategies based on segmentation, targeting, and positioning (STP) principles.   Originality/value – This study provides originality by offering an empirically derived consumer segmentation map using cluster analysis, producing four distinct consumer groups with practical implications for marketing strategy. The findings deliver actionable insights that enable Cinta Kacamata to refine its segmentation, targeting, and positioning in a highly competitive market environment.