Market Segmentation: Group versus Individual Behavior

Frank M. Bass · Douglas J. Tigert · Ronald T. Lonsdale

182 citations0/0 files storedJournal of Marketing Research

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Consumer Market Behavior and Pricing Consumer Behavior and Marketing Influence Consumer Behavior and Market Dynamics

Abstract

The argument that socioeconomic variables do not provide an adequate basis for market segmentation of grocery products is disputed. A theoretical framework for segmentation measurement in terms of group behavior is developed and applied to survey data.

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1956Product Differentiation and Market Segmentation as Alternative Marketing Strategies

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