Research Details

Abstract

The authors use data on aluminum foil purchases to empirically evaluate several aspects of a new, potentially more useful, market segmentation strategy. The proposed strategy should help the marketing manager define homogeneous purchase segments, determine the size of each segment, estimate each segment's response to changes in the marketing mix, and direct the company's marketing efforts to the appropriate segments.

Type

Article

Author(s)

Robert Blattberg, Subrata K. Sen

Date Published

1974

Citations

Blattberg, Robert, and Subrata K. Sen. 1974. Market Segmentation Using Models of Multidimensional Purchasing Behavior. Journal of Marketing.(4): 17-28.