Market Segmentation: A Review
T.P. Beane
(Philip Morris, USA)
D.M. Ennis
(Philip Morris, USA)
36885
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.
Keywords
Citation
Beane, T.P. and Ennis, D.M. (1987), "Market Segmentation: A Review", European Journal of Marketing, Vol. 21 No. 5, pp. 20-42. https://doi.org/10.1108/EUM0000000004695
Publisher
:MCB UP Ltd
Copyright © 1987, MCB UP Limited