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Market Segmentation A Review

Market Segmentation A Review It is important to remain creative when conducting segmentation research, as many different ways to segment a market can exist. Five main bases are discussed geographic, demographic, psychographic, behaviouristic and image. This is followed by an overview of the main techniques used to establish and verify segments, including automatic interaction detector, conjoint analysis, multidimensional scaling and canonical analysis. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Market Segmentation A Review

European Journal of Marketing , Volume 21 (5): 23 – May 1, 1987

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0309-0566
DOI
10.1108/EUM0000000004695
Publisher site
See Article on Publisher Site

Abstract

It is important to remain creative when conducting segmentation research, as many different ways to segment a market can exist. Five main bases are discussed geographic, demographic, psychographic, behaviouristic and image. This is followed by an overview of the main techniques used to establish and verify segments, including automatic interaction detector, conjoint analysis, multidimensional scaling and canonical analysis.

Journal

European Journal of MarketingEmerald Publishing

Published: May 1, 1987

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