Market Segmentation through Numerical Taxonomy

This article proposes a procedure for identifying customers likely to respond similarly to marketing stimuli. Its findings are in general agreement with our proposed market segmentation methodology and provide evidence in support of relationships between consumer characteristics and buying behavior.

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Bibliographic Details
Published in:Journal of marketing research 1971-11, Vol.8 (4), p.480-487
Main Authors: Lessig, V. Parker, Tollefson, John O.
Format: Article
Language:English
Subjects:
Behavior
Brands
Buying behavior
Cluster analysis
Consumer behavior
Consumers
Discriminants
Market segmentation
Market segments
Marketing
Mental stimulation
Modeling
Numerical taxonomy
Personality traits
Purchasing
Variables
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Description
Summary:This article proposes a procedure for identifying customers likely to respond similarly to marketing stimuli. Its findings are in general agreement with our proposed market segmentation methodology and provide evidence in support of relationships between consumer characteristics and buying behavior.
ISSN:0022-2437
1547-7193
DOI:10.1177/002224377100800412