Market Segmentation: A Review
- 1 May 1987
- journal article
- review article
- Published by Emerald Publishing in European Journal of Marketing
- Vol. 21 (5) , 20-42
- https://doi.org/10.1108/eum0000000004695
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
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