Abstract:
Classification is a core issue in market segmentation. Through the use of relevant criteria, manufacturers are enabled to assess whether or not particular markets are better treated as homogeneous or, rather, as composed of a heterogeneous collection of subgroups, each differentially responsive to alternative product and promotional strategies. Classification criteria can also guide the formulation of these strategies and help in the assessment of their success or failure. This paper provides an overview of the current situation in the area. In doing so it outlines some general issues involved in classifying consumers, discusses some commonly used criteria and indicates possible new developments.
This could also be of interest:
Research Papers
Pre-classifying consumers
Catalogue: Seminar 1982: Classifying Consumers
Author: Bill Blyth
 
June 15, 1982
Research Papers
Classifying undecided voters in pre-election surveys
Catalogue: ESOMAR Congress 1982: Fitting Research To Turbulent Times
Authors: Frederick Wiseman, I. Fenwick, J. W. Becker, J. Heiman
 
June 15, 1982
Research Papers
The AMAI system of classifying households by socio-economic level
Catalogue: Latin America 2002
Author: Adrian Villegas Carrasco
 
May 12, 2002
