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Market segmentation of diabetes type 1 patients as potential consumers of the Artificial Pancreas

Wilhelm, Alica (2015) Market segmentation of diabetes type 1 patients as potential consumers of the Artificial Pancreas.

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Abstract:There is a vast literature on market segmentation and segmentation variables which act as a necessarily tool for forming various homogenous clusters out of a vast heterogeneous group of customers. However, the current works provide no evidence of the impact of subjective norm on market segmentation processes even though the considerably effect of social influences on people’s decision making processes is discussed heavily. This study focuses on 414 diabetes type 1 patients to which a new technology innovation for treating diabetes diseases, known as the artificial pancreas, is being presented. The aim of this paper is to identify into which customer segments these patients can be distinguished in. Furthermore, it tends to investigate whether the variable subjective norm has a significant impact on patients’ intention to make use of the artificial pancreas in comparison to traditional segmentation criteria being used in this research. Therefor, various researches and different theories like the revised version of the Technology Acceptance Model (TAM2) or Theory of Reasoned Action (TRA) were adapted to adequately perform a cluster analysis. The findings reveal that two different clusters emerged and that the variable subjective norm turned out to be the most important item as it has the biggest impact on the research’s cluster analysis. The fact that customers differentiate themselves from the degree to which they one the one hand take various social groups’ advice into account and on the other hand value the opinion of some groups’ more than the one of others can be utilized by companies when establishing and formulating marketing strategies regarding the publication of the artificial pancreas. Moreover, the information can serve as a valuable marketing tool for companies and marketers operating in the healthcare or any other sector.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:01 general works, 02 science and culture in general, 05 communication studies, 70 social sciences in general, 71 sociology, 83 economics, 85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/67439
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