Market Share Analysis Based on Demographic, Geographic, and Psychographic of Potential Customers

DOI

10.2991/978-94-6463-882-0_31How to use a DOI?

Keywords

Cluster Profiling; Market Share Analysis; Market Profiling

Abstract

The development of the digital economy requires the business world to recognize the market share that will be the business target. External perspective is one of the determining factors of market share, which can be obtained through demographic, geographic, and psychographic data from customers and potential customers. This study aimed to develop a market profile model based on the demographics, geography, and psychographics of potential customers. This research is applied research conducted with an inductive research approach consisting of 5 main stages, namely data collection, preprocessing, data interpretation, drawing conclusions, and evaluation. Data collection techniques used surveys, literature studies, and focus group discussions. The preprocessing stage was the stage for reducing survey data and coding data (qualitative survey data is coded into quantitative data). The data interpretation stage used quantitative descriptive analysis techniques (descriptive statistics and cluster analysis). The conclusion-drawing stage involved formulating a market profile model based on the results of data interpretation. The evaluation stage is carried out by holding a focus group discussion. The study used Python and produced detailed cluster profiling along with cluster visualization. It can be concluded that the market profile model has been successfully developed based on the demographic, geographic, and psychographic of potential customers. The model helps companies understand the characteristics of the businesses within them.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Putu Adriani Prayustika
AU  - Kadek Cahya Dewi
AU  - Putu Indah Ciptayani
PY  - 2025
DA  - 2025/11/14
TI  - Market Share Analysis Based on Demographic, Geographic, and Psychographic of Potential Customers
BT  - Proceedings of the International Conference on Sustainable Green Tourism Applied Science - Social Applied Science 2025 (ICOSTAS-SAS 2025)
PB  - Atlantis Press
SP  - 267
EP  - 276
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-94-6463-882-0_31
DO  - 10.2991/978-94-6463-882-0_31
ID  - Prayustika2025
ER  -