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.