doi: 10.24151/2409-1073-2023-1-47-59

Abstract. In this work, the results of the cluster analysis of the Russian customer base of Han’s
Laser company that operates in the market of numerically controlled laser machines for metal
cutting, are shown. Characteristics of selected market segments are presented. Segmentation was
performed using the STATISTICA program. It has been established that segments match the similar
consumer preferences of Han’s Laser customers. The results of the study are intended for the
development of marketing programs in order to increase volume of company sales for each segment
and to raise the level of brand awareness.

Keywords: market segmentation, cluster analysis, laser machine, metal cutting, customer base,
segmentation attribute

For citation: Igrunova O. M., Mаlyarenko R. O. “Laser Machine Tool Market Segmentation
in a Part of Russian Customer Base of Han’s Laser Company”. Economic and Social Research
1 (37) (2023): 47—59. (In Russian). https://doi.org/10.24151/2409-1073-2023-1-47-59

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