Segmenting customer brand preference: demographic or psychographic

Segmenting customer brand preference: demographic or psychographic A multi-segmenting methodology is proposed for comparing the segmenting capabilities of segmentation variables and providing complete market segmentation information. Demographic and psychographic variables based on the differentiation of consumer brand preference were used to elicit the characteristics of market segments. In a comparative evaluation, the multi-combination variables of demographic segmentation exhibited market-segmenting capabilities equivalent to those of psychographic segmentation. The purpose of this research is utilizing multiple segmentation variables to identify smaller, better-defined target sub-markets for enhancing business competitive advantages. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

Segmenting customer brand preference: demographic or psychographic

Journal of Product & Brand Management, Volume 11 (4): 20 – Jul 1, 2002

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Publisher
Emerald Publishing
Copyright
Copyright © 2002 MCB UP Ltd. All rights reserved.
ISSN
1061-0421
DOI
10.1108/10610420210435443
Publisher site
See Article on Publisher Site

Abstract

A multi-segmenting methodology is proposed for comparing the segmenting capabilities of segmentation variables and providing complete market segmentation information. Demographic and psychographic variables based on the differentiation of consumer brand preference were used to elicit the characteristics of market segments. In a comparative evaluation, the multi-combination variables of demographic segmentation exhibited market-segmenting capabilities equivalent to those of psychographic segmentation. The purpose of this research is utilizing multiple segmentation variables to identify smaller, better-defined target sub-markets for enhancing business competitive advantages.

Journal

Journal of Product & Brand ManagementEmerald Publishing

Published: Jul 1, 2002

Keywords: Market segmentation; Demographics; Psychographics

References

  • Brand diagnostics: mapping branding effects using consumer associative networks
    Henderson, G.R; Iacobucci, D; Calder, B.J
  • Consumer Behavior
    Solomon, M.R

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