Work

Consumer Segmentation for Vitamin Purchases: A Machine Learning Approach

Year: 2025

Type: article

Abstract: This paper aimed to segment Vitamin C consumers using Nielsen Homescan Data. Consumer segmentation is a crucial marketing analysis tool for businesses to understand purchasing behavior and optimize strategies and maximize profits. We employed the RFM (Recency-Frequency-Monetary) framework, incorporating demographic attributes, and applied the K-Means algorithm to classify consumers into distinct segments. In addition, we analyzed how each segment responds to the COVID-19 pandemic and provided targeted marketing strategies to enhance consumer engagement in the post-pandemic dietary supplement market.

Source: International Journal of Market Research

DOI: 10.1177/14707853251391479

Authors: Kuo Liu, Yu Yvette Zhang

Institution: Texas A&M University

Language: English

Topic: Customer churn and segmentation

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Good health and well-being

Open Access status: hybrid

Estimated APC paid: $3,650