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Journal article

The advantages of preference-based segmentation: an investigation of online grocery retailing.

Abstract:

Most companies aim to identify different groups of attractive customers in order to offer them appropriate products and/or services. To do this, companies need market segmentation. There is, however, a problem with the standard methods employed in market segmentation. The static inductive approach to market segmentation commonly employed by companies does little to identify buying intentions across demographic variables. A more dynamic and deductive approach to developing market segmentation ...

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Publisher:
Palgrave Macmillan
Journal:
Journal of Targeting, Measurement and Analysis for Marketing More from this journal
Volume:
14
Issue:
4
Pages:
297 - 308
Publication date:
2006-01-01
DOI:
ISSN:
0967-3237
Language:
English
UUID:
uuid:cd4171b9-a41b-420a-a3c4-4d5f8f57544a
Local pid:
oai:economics.ouls.ox.ac.uk:13967
Deposit date:
2011-08-16

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