Prioritizing Market Segmentation Categories for Assessing Online Consumer Behavior in North Cyprus

Consumer behaviour has always been a critical component of marketing activities. Consumers’ behaviour varies based on various aspects of their life. One of the oldest methods used by marketers to understand their consumers’ better, is to divide them into different segments. Technology and the Internet are changing all the traditional ways of doing business and we need to update our knowledge regarding consumer behaviour in this new business environment. Managers also must try to adapt to these changes to stay profitable. Therefore, this study aims to prioritize market segmentation categories when assessing consumers’ online buying behaviour using Analytical Hierarchy Process (AHP). The data were collected through a standard AHP questionnaire from 71 individuals who lived in North Cyprus. Findings demonstrated that age, gender, and marital status are the most critical factors in determining online consumer behaviour. On the other hand, group influence, adaptability, and brand loyalty were found to be the least important factors that can stimulate consumers to shop online. TRNC managers are encouraged to target their consumers based on the categories essential in assessing consumers’ online behaviour since running marketing campaigns and advertising costs money and time for companies. They can also benefit from the results of this study and apply more target-oriented and productive segmentation strategies to enhance their company’s performance.