Logo Logo

Market Segmentation Using Models of Multidimensional Purchasing Behavior, Journal of Marketing

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. 38(4): 17-28.

KELLOGG INSIGHT

Explore leading research and ideas

Find articles, podcast episodes, and videos that spark ideas in lifelong learners, and inspire those looking to advance in their careers.
learn more

COURSE CATALOG

Review Courses & Schedules

Access information about specific courses and their schedules by viewing the interactive course scheduler tool.
LEARN MORE

DEGREE PROGRAMS

Discover the path to your goals

Whether you choose our Full-Time, Part-Time or Executive MBA program, you’ll enjoy the same unparalleled education, exceptional faculty and distinctive culture.
learn more