Segmentation of dental services market according to a geographical principle in Ukraine
Journal Title: Економічний аналіз - Year 2017, Vol 27, Issue 1
Abstract
Introduction. The role and importance of market segmentation as a methodology and tools for market research is emphasized. The importance of practical and theoretical studies of dental services market in Ukraine is highlighted. The limitation of scientific studies that focus on segmenting the market is indicated. Purpose. The research aims is conduct the segmentation of dental services market of Ukraine according to the geographical breakdown of administrative units (regions, Crimea, Kyiv and Sevastopol). Method. The multivariate analysis methods have been applied in this study. Those are cluster analysis (k-means clustering) and multidimensional scaling. Results. As a result of the geographical segmentation of the dental market of Ukraine 9 clusters are allocated. They combine administrative units with similar indicators of dental personnel security infrastructure (the number of dentists in the public and private clinics and offices, staffing agencies dental specialists). The best dental staffing agencies are in the cluster that integrates Ivano-Frankivsk and Kharkiv region. The lowest number of experts in dental public establishments can be observed in Zaporizhzhya region. As for the private dental establishments the lowest number of professionals can be observed in Volyn, Donetsk, Odessa and Chernihiv regions. With the help of similar methods 7 groups of regions and cities of Ukraine according to the level of current and deferred demand have been defined. It has been determined on the basis of the specific rate of dental visits of adults to dental institutions, the number of their repeated visits, the need for dental sanation of adults and children. The highest percentage of the population that needs sanation (i.e. a number of consumers of dental services with postpond demand) is typical for the Transcarpathian region and for Kyiv. The smallest number of consumers of dental services with pent-up demand is in their geographical segment, which includes Zaporizhzhya, Kherson, Luhansk region and Sevastopol. Mykolaiv region is characterized by a very significant postpond demand for dental services, while the current demand is minor and mainly ensured by repeated visits to dental institutions by one and the same patient.
Authors and Affiliations
Yuriy Hayda, Tetyana Slipchenko
Keywords
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