The practical application of market segmentation

Date of publication: June 15, 1972

Company: GfK


The aim of this contribution is the evaluation of clustering techniques from the viewpoint of practical marketing application. Clustering techniques (segmentation methods, grouping methods) are procedures that search for and detect natural groupings of objects (eg. persons) which are described by their values on variables. The requirements that must be met by such methods and the criteria for their evaluation which will be discussed have been shown to be important in the repeated application to practical marketing problems.

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