Market segmentation: loyalty, repurchase and brand experience among Netflix users
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- Madeline Melchor Cardona+−
- Javier Andrés Mayorga Gordillo+−
- Manuela Berendet Peña+−
- Salomé Medina Ribera+−
Abstract
The Over The Top (OTT) market is a growing and highly dynamic sector, offering video content across different competing platforms. This study examines the market segmentation of consumers in Valle del Cauca (Colombia) of one of the platforms in the sector (Netflix) based on brand experience and loyalty, and intention to repurchase. A quantitative study was conducted using cluster analysis to segment the market in terms of brand loyalty, repurchase intention and brand experience. The results show segmentation of the Netflix market into enamoured (high loyalty) and trapped (feigned loyalty) customers. Segment-specific marketing can be used to strengthen and consolidate the relationship between brands and users by tailoring products to the needs of each.
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