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L’opposition entre taille du marché et degré d’homogénéité des segments : une approche par la logique floue

Author

Listed:
  • Tam Nguyen Phuong

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique, Institut de gestion de Rennes)

  • Gérard Cliquet

    (Institut de gestion de Rennes)

  • Adilson Borges

    (RMS - Reims Management School)

  • Frédéric Leray

    (CEREG)

Abstract

L'analyse de segmentation, dans une démarche de ciblage, vise à déterminer des groupes de clients les plus homogènes possibles mais suffisamment grands pour déclencher un acte marketing. Ces deux critères, homogénéité et taille des segments, sont souvent contradictoires, notamment dans un environnement dynamique avec des consommateurs au comportement de plus en plus complexe. A l'aide d'une segmentation fondée sur la logique floue, cet article tente de proposer un outil d'aide à la décision permettant aux décideurs de trouver un compromis entre ces deux aspects.

Suggested Citation

  • Tam Nguyen Phuong & Gérard Cliquet & Adilson Borges & Frédéric Leray, 2003. "L’opposition entre taille du marché et degré d’homogénéité des segments : une approche par la logique floue," Post-Print halshs-02919459, HAL.
    • Handle: RePEc:hal:journl:halshs-02919459
    DOI: 10.7193/DM.032.55.69
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