“…Market segmentation is crucial to identifying the right target market. More than 60 years since its introduction in the 1950s, the concept has become increasingly important to businesses (Davras and Caber, 2019;Eisenschmidt et al, 2024). The application of market segmentation is vast and may extend to all business sectors, including banking (Noori, 2015;Kaur et al, 2014), fashion and retailing (Birtwistle et al, 1998;Khan et al, 2016) and tourism and events (Carvache-franco et al, 2019;Crompton and McKay, 1997;Mallette et al, 2018;Schofield and Thompson, 2007;Viljoen et al, 2017).…”