Article
POST-HOC SEGMENTATION OF AIRLINE MARKET IN SERBIA USING CBC AND PAM
DOI: 10.7708/ijtte.2020.10(2).03
10 / 2 / 153 - 168 Pages
Author(s)
Anis Ivanović - University of Belgrade, Faculty of Transport and Traffic Engineering, 11010 Belgrade, Serbia -
Abstract
Choice Based Conjoint (CBC) Analysis identifies customer preferences according to the key characteristics of the service, providing the opportunity to create an optimal offer. Since preferences are measured at the individual level, it is possible to gain insight into the heterogeneity of the market and to segment it using cluster analysis methods. This paper demonstrates how CBC and Partitioning Around Medoids (PAM) can be used to segment the passenger air transport market. An empirical example relates to a case study of air transport in Serbia.
Number of downloads: 611
Keywords:
segmentation of the market;
Choice Based Conjoint (CBC);
Discrete Choice Modeling (DCM);
clustering;
Partitioning Around Medoids (PAM);
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