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A Multiple Market Segmentation of Great Lakes Anglers in New York
Author(s) -
Connelly Nancy A.,
Brown Tommy L.,
Knuth Barbara A.
Publication year - 2000
Publication title -
north american journal of fisheries management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.587
H-Index - 72
eISSN - 1548-8675
pISSN - 0275-5947
DOI - 10.1577/1548-8675(2000)020<0399:ammsog>2.3.co;2
Subject(s) - market segmentation , segmentation , fishing , geography , product (mathematics) , preference , homogeneous , license , business , marketing , fishery , computer science , economics , artificial intelligence , thermodynamics , physics , geometry , mathematics , operating system , biology , microeconomics
Market segmentation has been used to divide heterogeneous groups of anglers into more homogeneous subgroups. Our analysis goes beyond one‐dimensional segmentation efforts and demonstrates how several types of market segmentation can be combined to better describe anglers. We focused on New York's Great Lakes and used data from a mail survey of 5,000 New York fishing license holders. We used five methods of segmentation for these anglers: their preferences, fishing experience, geographic, motivations, and product‐related interests. Based on angler preferences for different types of fishing opportunities, we identified six distinct preference segments. The two largest segments preferred a mix of fishing opportunities. Three groups had varying levels of interest in boating, and the last group generally preferred fishing in tributaries for coldwater species. Members of preference groups were divided by experience segments to estimate the number of anglers with potential interests in certain types of fishing. Two groups of anglers, each preferring a mix of fishing opportunities, accounted for most potential anglers. Further examination of these groups by geographic segmentation showed that a plurality of potential anglers lived in the New York City or Albany area, suggesting where to direct future marketing efforts. Motivations were not useful for segmentation in this study. Product‐related segments may be useful for economic development efforts. Combining information from different types of market segments produces potentially more useful information for fishery managers and service providers.