Segmenting Markets by Group Purchasing Behavior: An Application of the AID Technique
Open Access
- 1 May 1970
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 7 (2) , 153-158
- https://doi.org/10.1177/002224377000700201
Abstract
Market segmentation requires definition of consumer groups by variables that discriminate purchasing behavior. A multivariate program is described capable of defining homogeneous groups by a large number of variables to maximize discrimination between purchase group means. The program has specific advantages compared to traditional methods of grouping such as cross-classification, regression, and discriminant analysis. It is applied in segmenting markets by product and brand usage based on demographic and attitudinal variables.Keywords
This publication has 1 reference indexed in Scilit:
- Problems in the Analysis of Survey Data, and a ProposalJournal of the American Statistical Association, 1963