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Market Segmentation: A Review

T.P. Beane (Philip Morris, USA)
D.M. Ennis (Philip Morris, USA)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 May 1987

Abstract

It is important to remain creative when conducting segmentation research, as many different ways to segment a market can exist. Five main bases are discussed: geographic, demographic, psychographic, behaviouristic and image. This is followed by an overview of the main techniques used to establish and verify segments, including automatic interaction detector, conjoint analysis, multidimensional scaling and canonical analysis.

Keywords

Citation

Beane, T.P. and Ennis, D.M. (1987), "Market Segmentation: A Review", European Journal of Marketing, Vol. 21 No. 5, pp. 20-42. https://doi.org/10.1108/EUM0000000004695

Publisher

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MCB UP Ltd

Copyright © 1987, MCB UP Limited