Work

From national to local: A geodemographic segmentation model for market targeting in Vietnam's major cities

Year: 2025

Type: article

Abstract: Spatial analysis, mainly through geo-demographic segmentation, has emerged as a critical determinant for enterprise strategic decision-making in market entry, exploitation, and expansion. Using a combination of Principal Component Analysis and K-means clustering, this analysis segmented Vietnamese units into 15 distinct clusters based on their characteristics. Subsequently, the model was refined by focusing on major urban centers in Vietnam, integrating geographic and demographic variables for a market segmentation analysis. Owing to its focus on practical application, this study is anticipated to be a pioneering effort in the Vietnamese context, paving the way for exploring geodemographic segmentation models across diverse industries.

Source: Sustainable Futures

DOI: 10.1016/j.sftr.2025.100562

Authors: Nguyen Ngoc Son, Chau Bao Anh, Thu Hang Le, Vu Anh Duc

Institutions: Ton Duc Thang University, Foreign Trade University

Language: English

Topic: Customer churn and segmentation

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Sustainable cities and communities

Open Access status: gold

Estimated APC paid: $2,340