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Consumer Segmentation Matrix and Variables for the Explanation of Binary Purchasing Criteria: Prices vs. Product Differentiation

Jose Vargas-Hernandez, Elsa Patricia Orozco Quijano, Cesar Francisco Cárdenas-Dávila and Julio Cesar Ceniceros-Angulo
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Elsa Patricia Orozco Quijano: Laurentian University
Cesar Francisco Cárdenas-Dávila: Universidad de Occidente
Julio Cesar Ceniceros-Angulo: Universidad Interamericana para el Desarrollo

A chapter in Strategic Innovative Marketing and Tourism, 2019, pp 1223-1233 from Springer

Abstract: Abstract This paper proposes a matrix with dimensions or blocks of consumer segmentation and simultaneously presents seven covariates synthesized and his importance thru the rating Rao, Chi-square, and Wald statistics, which shown how these and their bases of segmentation can be used in the construction of different marketing models using binary logistic regression models. For this, the authors considered as dependent variable the binary criterion based on consumer purchase price or its counterpart product attributes. Two demographic covariates were finally identified; a psychographic and three behavioral.

Keywords: Matrix segmentation; Product differentiation and binary purchasing criteria (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1007/978-3-030-12453-3_140

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