IDEAS home Printed from https://ideas.repec.org/a/ids/ijbexc/v19y2019i3p381-393.html
   My bibliography  Save this article

Big data: a new perspective for the establishment of segments for niche marketing

Author

Listed:
  • Satish Chandra Ojha

Abstract

With the advent of the 21st century, the world of marketing has completely changed the prospects of marketing in the context of attracting the customers and has restructured their methodology for very different types of customer segmentation to ensure their reach to the customer. The current study discusses the various algorithm developing scenarios, which is leading to more concentrated marketing and in turn segments the market at various different levels. The paper provides an overview of how big data and data analysis is leading the world of marketing to generate real-time customer analysis as well as demand analysis of the product, which in turn gets affected by major concern factors like time, marketing channel, product, geographical location and others, keeping in mind the popularisation of social media. Further, the limitations and future implications have been discussed.

Suggested Citation

  • Satish Chandra Ojha, 2019. "Big data: a new perspective for the establishment of segments for niche marketing," International Journal of Business Excellence, Inderscience Enterprises Ltd, vol. 19(3), pages 381-393.
    • Handle: RePEc:ids:ijbexc:v:19:y:2019:i:3:p:381-393
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=102823
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijbexc:v:19:y:2019:i:3:p:381-393. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=291 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.