Market segmentation

Preference‐based segmentation: a study of meal preferences among Norwegian teenagers

“…During the past few decades of market segmentation research, several bases have been used. These include demographic and socioeconomic characteristics, personality, values and lifestyle characteristics (psychographics), situation, product use and purchase patterns, attitudes towards products and their consumption, benefit sought in a product category, and attitudes and behaviour responses towards different marketing variables like product, price, promotion or distribution (Beane and Ennis, 1987;Dickson and Ginter, 1987;Tynan and Drayton, 1987;Wind, 1978). Conceptual borderlines between the different facets of segmentation variables are not always clear.…”

“…Demographics usually include individual demographics (age, education, income, occupation, etc); social class and household information (number and age of children, marital status, etc); urbanisation, localisation and other geographical aspects (Tynan and Drayton, 1987). Demographics have typically performed well in identifying market membership (eg women tend to buy clothes for their small children); however, they have performed less satisfactorily in identifying segment membership or in understanding buying behaviour (eg which women buy brand A rather than B).…”

Personalizing persuasive technologies: Explicit and implicit personalization using persuasion profiles

“…Here, tailored interventions are often created to mimic to a certain extend person-to-person counseling (de Vries and Brug, 1999;Brug et al, 2003). Both target group segmentationwhich also initially emerged within marketing (Tynan and Drayton, 1987;Plummer, 1974)-and personalization based on psychological characteristics such as people's stage-of-change (Brug et al, 1997;Prochaska and Velicer, 1997) are starting to be used. Initial evaluations show an increased effectiveness of these types of computertailored interventions over more traditional, "one size fits all" health education efforts (Brug et al, 1998;Brugg, 1990a,b).…”

Step 3: Collecting Data

“…Geographic information is seen as the original segmentation criterion used for the purpose of market segmentation (Lewis et al 1995;Tynan and Drayton 1987). Typically -when geographic segmentation is used -the consumer's location of residence serves as the only criterion to form market segments.…”

“…Long before segments are extracted, and long before data for segment extraction is collected, the organisation must make an important decision: it must choose which segmentation criterion to use (Tynan and Drayton 1987). The term segmentation criterion is used here in a broader sense than the term segmentation variable.…”