BEHAVIORAL-BASED SEGMENTATION AND MARKETING SUCCESS: AN EMPIRICAL INVESTIGATION OF FAST FOOD INDUSTRY

Segmenting market base on behavioral perspective not only has tremendous potential for growth and profitability but also poses challenges for both incumbents and new entrants in the fast food industry. By examining the measures of marketing success from a behavioral perspective, the authors conceptualize three dimensions of behavioral technique that are critical for superior marketing success in the fast food industry: benefit sought, usage rate, and loyalty status. Demo-psychographic variables on marketing success (e.g; customer satisfaction, customer loyalty, sales growth, profitability) using data from 156 fast food firms. The result show that benefit sought and loyalty status affect marketing success. Keywords: Behavioral-Based Segmentation; Marketing success, Demo-psychographi

Effects of heat on cut mark characteristics.

Cut marks on bones provide crucial information about tools used and their mode of application, both in archaeological and forensic contexts. Despite a substantial amount of research on cut mark analysis and the influence of fire on bones (shrinkage, fracture pattern, recrystallisation), there is still a lack of knowledge in cut mark analysis on burnt remains. This study provides information about heat alteration of cut marks and whether consistent features can be observed that allow direct interpretation of the implemented tools used. In a controlled experiment, cut marks (n=25) were inflicted on pig ribs (n=7) with a kitchen knife and examined using micro-CT and digital microscopy. The methods were compared in terms of their efficacy in recording cut marks on native and heat-treated bones. Statistical analysis demonstrates that floor angles and the maximum slope height of cuts undergo significant alteration, whereas width, depth, floor radius, slope, and opening angle remain stable. Micro-CT and digital microscopy are both suitable methods for cut mark analysis. However, significant differences in measurements were detected between both methods, as micro-CT is less accurate due to the lower resolution. Moreover, stabbing led to micro-fissures surrounding the cuts, which might also influence the alteration of cut marks