Customer Segmentation of Catfish Anglers Using a Survey of Stated Preferences to Guide Management Decisions and Ensure Optimal Customer Service

Initial cluster analyses segmented anglers into five distinct customer groups based on their catch-related attitudes to reflect their differing motivations.  We then used ESRI’s Business Analyst tool to build demographic profiles of these customer segments.  These profiles were compared using various multidimensional techniques to understand which demographic groups drive best describe similarities and differences among the clusters.  We use this approach to better understand the how differing motivations may arise among various groups of catfish anglers, and whether these differences may arise as a result of geography.  Understanding how our customers differ will allow us to more effectively tailor regulations, as well as market, fishing opportunities in various parts of the state.