Step 7: Describing Segments

Sara Dolnicar, Bettina Grün and Friedrich Leisch
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Sara Dolnicar: The University of Queensland
Bettina Grün: Johannes Kepler Universität Linz
Friedrich Leisch: Universität für Bodenkultur Wien

Chapter Chapter 9 in Market Segmentation Analysis, 2018, pp 199-236 from Springer

Abstract: Abstract Once a small number of market segments has been selected on the basis of their segment profiles, these segments need to be described in detail using additional information. The detailed description of market segments is critical; it informs target segment selection. This chapter introduces a number of methods, including techniques from graphical statistics, for describing market segments in an accessible way. Key questions that need to be asked in this step are provided in a checklist.

Keywords: Market Segmentation; Higher Moral Obligation; Segment Membership; Mosaic Plot; Formula Interface (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-981-10-8818-6_9

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DOI: 10.1007/978-981-10-8818-6_9

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