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- Publisher
- Emerald Publishing
- Copyright
- Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
- ISSN
- 0885-8624
- DOI
- 10.1108/08858620810858436
- Publisher site
- See Article on Publisher Site
Abstract
Purpose – This paper aims to report a research methodology that is used to identify business buyer segments by relating demographic indicators to the needs of various market segments. Design/methodology/approach – The research was based on a survey in the office systems industry. The respondents were asked to evaluate the importance of marketing services that are used by dealers to select, evaluate, and retain vendors. Findings – Market segments were identified and categorized using demographic and need‐based data. Discriminant analysis was able to distinguish between demographic market segments and to identify these segments based on their market needs. Practical implications – This paper demonstrates a methodology to identify customer needs based on demographic data, lowering the cost of identifying the product and service needs of different market segments. Originality/value – Demographic and need‐based business segmentation methods are widely used, However, empirically based research that bridges the gap between these two segmentation processes has not been previously reported.
Journal
Journal of Business and Industrial Marketing – Emerald Publishing
Published: Mar 14, 2008
Keywords: Business‐to‐business marketing; Demographics; Market segmentation; Buying behaviour