Title: Diagnosing key factors for gamification in marketing using hierarchical clustering technique

Authors: Gautam Srivastava; Surajit Bag

Addresses: GL Bajaj Institute of Management and Research, Plot No. 2, Knowledge Park – III, Greater Noida, India ' Department of Transport and Supply Chain Management, School of Management, College of Business and Economics, University of Johannesburg, APK Campus, 2006, South Africa

Abstract: Gamification is one of the most innovative and digital tools for promoting products. It has great impact on the purchase intention of the consumers. Gamification helps to retain the consumers by engaging and entertaining them. Appropriate segmentation is needed for effective gamification marketing. This study is based on segmentation of consumers for effective gamification marketing. The survey was conducted among 800 consumers and research team received responses from 472 respondents. Hierarchical clustering was used to do the worthwhile segmentation. Demographic variables like age and income were considered as parameters for hierarchical clustering. Further, clustering was done separately on identified variables like convenience, entertainment and engagement. The study identified that distinct gamification marketing strategy is required for different segments of consumers. The findings indicated that variables like convenience, entertainment, engagement, age and income have a significant impact on gamification. The outcome of this study can enhance the marketer's ability to understand the complex buying behaviour of the consumers towards gamification marketing.

Keywords: gamification; marketing; segmentation; hierarchical clustering; engagement.

DOI: 10.1504/IJTMKT.2021.119074

International Journal of Technology Marketing, 2021 Vol.15 No.4, pp.354 - 378

Received: 30 Dec 2020
Accepted: 18 May 2021
Published online: 19 Nov 2021 *

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