Fractal segmentation matrix

Puster, János

Journal of Retailing and Consumer Services, 2012, vol. 19, issue 5, 457-463

Abstract: The segmentation of local areas demarcated by single streets has always been difficult for micro-businesses. The new, easy-to-apply and fully scalable tool of a fractal segmentation matrix enables any micro-business to chart out the current and future needs of its prospective customers. Fractal matrices do not require the purchasing of expensive data, as the publicly accessible local data are completely sufficient for the micro-business to segment and therefore also position itself with a higher accuracy. The map of the demands of a given locale is easily identified by the two axes of the fractal segmentation tool. The operation of the fractal model is being shown by the example of the food retail business. However, the model is also applicable to the non-food area as well as for direct marketing purposes.

Keywords: Food retail; Independent corner grocery; Micro-business segmentation; Assortment positioning; Direct marketing segmentation; Transition economy (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:19:y:2012:i:5:p:457-463

DOI: 10.1016/j.jretconser.2012.04.007

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