Segmenting Markets by Group Purchasing Behavior: An Application of the AID Technique

Market segmentation requires definition of consumer groups by variables that discriminate purchasing behavior. A multivariate program is described capable of defining homogeneous groups by a large number of variables to maximize discrimination between purchase group means. The program has specific a...

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Bibliographic Details
Published in:Journal of marketing research 1970-05, Vol.7 (2), p.153-158
Main Author: Assael, Henry
Format: Article
Language:English
Subjects:
Beverages
Brands
Demography
Dependent variables
Females
Housewives
Independent variables
Males
Marketing
Proportions
Purchasing
Socioeconomics
Statistical variance
Variables
Womens studies
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Summary:Market segmentation requires definition of consumer groups by variables that discriminate purchasing behavior. A multivariate program is described capable of defining homogeneous groups by a large number of variables to maximize discrimination between purchase group means. The program has specific advantages compared to traditional methods of grouping such as cross-classification, regression, and discriminant analysis. It is applied in segmenting markets by product and brand usage based on demographic and attitudinal variables.
ISSN:0022-2437
1547-7193
DOI:10.1177/002224377000700201