Market Segmentation using Geographic Information Systems (GIS): A Case Study of the Soft Drink Industry in Kenya.

Citation:
KYALO PROFKIEMAJOHNBOSCO. "Market Segmentation using Geographic Information Systems (GIS): A Case Study of the Soft Drink Industry in Kenya.". In: Journal of Marketing Intelligence & Planning, Vol. 25, No. 6, pp. 632-642. Canadian Center of Science and Education; 2007.

Abstract:

The analytical and visualization capabilities of Geographic Information Systems (GIS) greatly enhance the communication, understanding and utility of data and information as opposed to when the data is simply presented in form of texts and tables. Combining geospatial methods with conventional marketing techniques enables users to visualize the spatial distribution of data on maps and visualize spatial data in various statistical graphs and diagrams. This may yield more insights into the nature of distributions leading to better understanding of diverse markets. In this study a digital map of the study area is created from which the various market zones are delineated. A multiple regression model for predicting sale of soft drink products is then developed. This takes into account sales figures from specific distribution outlets and demographic and socio-economic characteristics of the population served by the distribution outlets for the identified market zones. The study demonstrates the important role that GIS can play in supporting market segmentation.

Notes:

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