Abstract:
In this article, we recommend consumer classification based on behavioural measures. Basic dimensions of the relevant behaviour we want to influence, should be distinguished in order to classify consumers in homogeneous segments. Other behavioural variables, attitudes, life-style, and socio demographics are employed for describing segments and explaining the differences between segments. Consumer classification based on behavioural measures will probably provide more stable, meaningful, and operational segments for marketing purposes. Wherever applicable cross-references have been made to other presentations at this seminar.
Research Papers
Consumer confidence, expenditure, and curtailment
Catalogue: ESOMAR Congress 1982: Fitting Research To Turbulent Times
Authors: Willem Frederik van Raaij, Henk J. Gianotten
 
June 15, 1982
Research Papers
Domain specific market segmentation
Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: Hans Elzinga, Alfred E. Bronner
Company: Veldkamp Marktonderzoek
September 1, 1992
Research Papers
Consumind® 91 building bridges between media and market-places
Catalogue: Seminar 1992: Media Research Meets The Future
Author: Hans Elzinga
 
June 15, 1992
