Article2002

Consumer-Based Marketing: The Use of Micro-Segmentation Strategies for Understanding Sport Consumption

44 citations0/0 files storedInternational Journal of Sports Marketing and Sponsorship

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Consumer Behavior in Brand Consumption and Identification Sports, Gender, and Society Consumer Behavior and Market Dynamics

Abstract

The present data illustrate the effectiveness of utilizing theoretically guided models to develop consumer-based micro-segmentation strategies. The results provide marketers with a powerful discriminant function calculated from six variables to profile consumers and make informed decisions regarding promotional content and channel delivery to stimulate processing of marketing communication. The function also enables marketers to carve out casual, moderate, and loyal market segments with 74.3 per cent accuracy utilizing only 18 survey questions.

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References

1998Principles and Practice of Structural Equation Modeling 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1986The Elaboration Likelihood Model of Persuasion 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 1994Customer Loyalty: Toward an Integrated Conceptual Framework 1979Mail and Telephone Surveys: The Total Design Method.1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1982Transtheoretical therapy: Toward a more integrative model of change.

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