open access
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open access
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ISSN : 1229-8778
Right understanding of target market greatly affect the efficiency of resource allocation and strategic implementation. Especially, under the circumstance of rapidly changing consumers and fierce competition, understanding consumers would be a critical condition. Companies are trying to convert emerging N-consumers who have different background represented by digital technology to their customers. However, to design effective strategies targeted at N-consumers companies should be equipped with right understanding of N-comsumer. This study aims at understanding N-consumer using their internet usage behavior and lifestyle data.