Segment Congruence Analysis: A Method for Analyzing Association Among Alternative Bases for Market Segmentation

1 March 1977

journal article
Published by Oxford University Press (OUP) in Journal of Consumer Research

Vol. 3 (4) , 217-222
https://doi.org/10.1086/208670

Abstract

Multidimensional contingency table analysis is applied to questions of which set of variables should constitute the distinguished base from which segments are formed. Empirical applications that illustrate a general analytical approach and possible uses of the methodology in segmentation studies of consumer behavior are also discussed.

Keywords

SEGMENTS
CONTINGENCY
TABLE ANALYSIS
CONSUMER BEHAVIOR
SEGMENT CONGRUENCE
CONGRUENCE ANALYSIS
ANALYZING ASSOCIATION
ALTERNATIVE BASES

This publication has 0 references indexed in Scilit: