Market Segmentation: Group versus Individual Behavior
Open Access
- 1 August 1968
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 5 (3) , 264-270
- https://doi.org/10.1177/002224376800500303
Abstract
The argument that socioeconomic variables do not provide an adequate basis for market segmentation of grocery products is disputed. A theoretical framework for segmentation measurement in terms of group behavior is developed and applied to survey data.Keywords
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