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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.

Using the German book trade as a case example, the aim of the paper is to show how the evolution of segmentation began with increasingly sophisticated marketing practice long before formal thought was developed to explain matters.

The paper's approach is a careful and critical examination of exclusively primary sources.

Marketing practice developed increasingly sophisticated segmentation over the 100 years before there was formal marketing thought about it. Marketing thought developed in part because the growth of universities stimulated the development of formal disciplines, and in part because businesspeople wanted to accelerate learning what they should do to grow their businesses.

The paper is based on an in‐depth examination of one of the first businesses to adopt aggressive marketing.

The study investigates extreme response style (ERS) in cross‐cultural research. Through a four‐country application of the Greenleaf ERS measure, finds that ERS varies between cultures and across response formats. Evidence is also found that the acquiescence response style (ARS) varies between cultures and response formats. Through a series of ANOVAs, it is shown how a post hoc response style adjustment can be used to minimize between‐group differences for ERS and ARS. Finally, this study illustrates how cross‐cultural market researchers, using a marketing‐oriented survey instrument like the CETSCALE, could reach erroneous conclusions by failing to adjust for between‐group difference in ERS. Implications for cross‐cultural marketing research are discussed.

The purpose of this paper is to understand the profile of the Andalusian population in relation to the motivations that support family care for older people, considering multiple sociodemographic and classificatory variables, such as sex, age groups (18–29; 30–44; 45–59; 60 or older), caregiving experience, as well as their general opinions regarding care and decision-making related to it.

A quantitative study is presented to know the opinion of the Andalusian population regarding the motivations that support the family care of older people. The sample comprised 774 participants (18 years or older).

The results show that the majority of the Andalusian population believes that the reason why families care for older people is that it is considered a moral obligation, regardless of the resources available to them. Thus, two population profiles have been found to explain these beliefs. The first profile is made up of current or former caregivers who are 60 years of age or older; and the second profile is made up of people who believe that the family should be primarily responsible for caregiving, who are or have been caregivers and who believe that in the future, the family trend in caregiving will not be modified.

The value of this research lies in the implications of “family care” and “resources and motivations to care” studies today.

Despite the well‐documented benefits which segmentation offers, businesses continue to encounter implementation difficulties. This raises concerns about the cause of these problems and how they might be overcome. These concerns are addressed in this paper in the form of three questions: Is segmentation a good idea? If segmentation is such a good idea, why does it sometimes fail? What can be done to reduce the chance of failure? A mix of published evidence and case examples is used to explore these questions. The paper concludes by suggesting that if marketers are to overcome their segmentation implementation difficulties, they need practical guidance at three stages in the segmentation process. Before the project begins they must understand the role of success factors contributing to a successful result. During the segmentation project the qualities of the emerging segments must be clarified. After segmentation is complete the question of segment attractiveness must be considered. There is currently a gulf between the priorities of academics and practitioners carrying out segmentation. If this is to be bridged, further research is needed to provide guidance on segmentation success factors.

Discusses needs/benefits segmentation in the context of alternative ways to segment markets. Describes the elements most important in the successful design, implementation and strategic use of needs/benefits segmentation. Counters a set of five commonly held myths, with implications for effective management of expectations and use of results.

The purpose of this study is to provide a multivariate segmentation model of the older consumer market, utilising variables based on the major dimensions of ageing, and behavioural variables previously shown to be pertinent to older adults in the gerontology and marketing literature.

A self‐complete questionnaire was administered to an age‐based quota sample of 650 older consumers (aged 50‐79) in the UK. Using the age and consumer behaviour variables, cluster analysis was performed. The clusters were then profiled using ANOVA, Kruskal‐Wallis and χ² techniques, using those variables not included in the initial analysis.

The results confirmed that the older consumer market is not homogeneous. Rather, five distinct segments emerged which differ considerably from one another on a range of variables, including consumer behaviours.

The model has practical implications for targeting older consumers, and the paper provides guidelines on how to reach the different segments.

The paper, the result of the largest known empirical study into older consumers in the UK, provides a comprehensive segmentation model that overcomes many of the limitations of previous segmentation studies pertaining to older adults. It also fills a research gap noted by several previous researchers in that a variety of different types of age are utilised.

Suggests that the tasks involved in the market segmentation process have not been studied and developed with the same depth. Most of the academic interest has been directed towards the identification of segments, while works dealing with their evaluation and selection are very rarely found. Similarly, little attention has been paid to these tasks in the professional world. Reviews the academic material dealing with segment evaluation and selection. Also provides results of empirical research. This investigation was carried out in order to assess the importance given to these stages of the process, as well as the methods employed. Taking into account the considerable gap existing in this field both in academic and professional circles, proposes a model for the evaluation and selection of segments. The final output is a selection matrix, where segments are situated according to two multivariate dimensions. Finally, discusses different characteristics of the model.

The purpose of the paper is to segment and profile the Indian shoppers in the context of organic foods in India. It proposes to use a healthy lifestyle (HL) as a segmenting variable and to use a factor-cluster analysis approach to achieve the same. The current study is expected to add a substantial base to the segmentation literature in marketing.

Food stores in Indian metropolitan city Chennai are sampled, and data is collected in the form of a mall intercept survey method. In total, 441 usable structured questionnaires are filled by the respondents which are subjected to suitable statistical analysis.

Three significantly different consumer segments emerged from the given sample of respondents, which shows uniqueness concerning consumer’s, HL features, demographics and the variables of the theory of planned behavior (TPB).

Clustering method used to segment the potential shoppers of organic foods is an exploratory technique only. It cannot be treated or generalized to the population like those of inferential techniques. The researcher suggested testing the same with a larger sample size and in a different context. It is limited to urban and suburban facets of the metropolitan city in India.

The study will be helpful to marketers and decision makers to target the potential organic foods consumers.

Agricultural credit markets are dominated by two institutional retail lender groups, the cooperative Farm Credit System (FCS) and commercial banks. Analysis of farm loans made over the 1991S1993 and 2001S2002 periods indicates that FCS lenders were more likely to serve full‐time commercial farmers and farmers located in regions with less competitive credit markets. In contrast, commercial banks were more likely to serve small, part‐time, and hobby farmers. This segmentation of farm credit markets is consistent with federal regulations requiring the FCS to provide credit to “bona fide” farmers with a basis for credit.