Affiliation:
1. Graduate School of Business Administration, New York University.
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.
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
15 articles.
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