A taxonomy of differences between consumers for market segmentation

被引：45

作者：

Bock, T ^{[1
]}

Uncles, M ^{[1
]}

机构：

[1] Univ New S Wales, Sch Mkt, Sydney, NSW 2052, Australia

来源：

INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING | 2002年 / 19卷 / 03期

关键词：

market segmentation; consumer heterogeneity; segmentation variables; marketing strategy;

D O I：

10.1016/S0167-8116(02)00081-2

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

A new taxonomy of differences between consumers is presented. It is argued that there are at least five generic types of differences between consumers: preferences for product benefits, consumer interaction effects, choice barriers, bargaining power, and profitability. Recognition of these distinct types of consumer heterogeneity has implications for the identification of. p relevant segmentation variables, the methods used to form segments, and the appraisal and optimization of existing segmentations. (C) 2002 Elsevier Science B.V. All rights reserved.

引用

页码：215 / 224

页数：10

共 47 条

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Dickson P. R., 1993, MARKETING MANAGEMENT

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