Özet:

It is difficult to fully meet all the requirements and expectations of consumers in a heterogeneous market where there are consumers' unlimited demands and expectations. If today’s companies want to gain some competitive advantage, they should develop accurate and effective marketing strategies for their chosen target market segments. Companies consider many variables to determine the target market segments. Personal and consumption values are important factors that are used for market segmentation. In this study, it is aimed to determine whether female consumers are divided into sub-groups regarding their personal and consumption values and in order to do this, cluster analysis is made. In addition, to determine whether there is a significant difference between the clusters in terms of demographic features, discriminatory analysis is made. Research has been applied in Eastern Anatolia Region (Mus province) to female consumers over 18. As a result of the study, it is determined female consumers are divided into two sub-groups in terms of their personal and consumption values. In the first cluster, consumers have self-transcendence personal value and in the second cluster they have self-enhancement value. Also for the first cluster, functional consumption value is more important and for the second cluster social and epistemic value are more important. And only in terms of age, variable differences between these clusters were found.

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