Market segmentation in behavioral perspective.
Wells, V.K.; Chang, S.W.; Oliveira-Castro, J.M.; Pallister, J.;
- Publisher: Routledge
- Subject: Segmentation | Benefits sought | Demographics | Behavioral Perspective Model | Utilitarian | Informational.
A segmentation approach is presented using both traditional demographic segmentation bases (age, social class/occupation, and working status) and a segmentation by benefits sought. The benefits sought in this case are utilitarian and informational reinforcement, variabl... View more
- Metrics No metrics available