Improved market segmentation by fuzzifying crisp clusters: A case study of the energy market in Spain

This paper provides an innovative segmentation approach stemming from the combination of cluster analyses and fuzzy learning techniques. Our research provides a real case solution in the Spanish energy market to respond to the increasing number of requests from industry managers to be able to interpret ambiguous market information as realistically as possible. The learning stage is based on the segments created from a non-hierarchical cluster analysis. This results in fuzzy segmentation which permits patterns to be assigned to more than one segment. This in turn reveals that "fuzzifying" an excluding attitudinal segmentation offers more interpretable and acceptable results for managers. Our results demonstrate that 30% of the individuals show plural patterns of behaviour because they have a significant degree of adequacy to more than one segment. In such a rational market, this fact enables sales forces to develop more precise approaches to capture new customers and/or retain existing ones.