TY  - JOUR
AB  - Examines alternate segmentation strategies in the standard
industrial products market. Using data obtained from 164 Indian
industrial buyers, provides several empirical tests of a widely held
belief that traditional segmentation approaches may serve as effective
surrogate measures for distinct benefit segments. Results suggest that
the link between traditional and benefit segmentation approaches are far
weaker than might be expected. There is no strong empirical evidence
supporting the proposition that benefit segments derived from cluster
analysis are dependent on sales volume, industry type, characteristics
of purchasing agents, and other potential correlates of benefit
segments. The findings have implications for both academics and
practitioners in industrial marketing.
VL  - 29
IS  - 2
SN  - 0309-0566
DO  - 10.1108/03090569510080950
UR  - https://doi.org/10.1108/03090569510080950
AU  - Rao Chatrathi P.
AU  - Wang Zhengyuan
PY  - 1995
Y1  - 1995/01/01
TI  - Evaluating alternative segmentation strategies in standard
industrial markets
T2  - European Journal of Marketing
PB  - MCB UP Ltd
SP  - 58
EP  - 75
Y2  - 2024/04/25
ER  -