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Review of segmentation process in consumer markets

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  • Veronika Jadczaková

    (Department of Demography and Applied Statistics, Faculty of Regional Development and International Studies, Mendel University in Brno, Zemědělská 1, 613 00 Brno, Czech Republic)

Abstract

Although there has been a considerable debate on market segmentation over five decades, attention was merely devoted to single stages of the segmentation process. In doing so, stages as segmentation base selection or segments profiling have been heavily covered in the extant literature, whereas stages as implementation of the marketing strategy or market definition were of a comparably lower interest. Capitalizing on this shortcoming, this paper strives to close the gap and provide each step of the segmentation process with equal treatment. Hence, the objective of this paper is two-fold. First, a snapshot of the segmentation process in a step-by-step fashion will be provided. Second, each step (where possible) will be evaluated on chosen criteria by means of description, comparison, analysis and synthesis of 32 academic papers and 13 commercial typology systems. Ultimately, the segmentation stages will be discussed with empirical findings prevalent in the segmentation studies and last but not least suggestions calling for further investigation will be presented.This seven-step-framework may assist when segmenting in practice allowing for more confidential targeting which in turn might prepare grounds for creating of a differential advantage.

Suggested Citation

  • Veronika Jadczaková, 2013. "Review of segmentation process in consumer markets," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 61(4), pages 1215-1224.
    • Handle: RePEc:mup:actaun:actaun_2013061041215
    DOI: 10.11118/actaun201361041215
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    References listed on IDEAS

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    1. Assael, Henry, 2005. "A Demographic and Psychographic Profile of Heavy Internet Users and Users by Type of Internet Usage," Journal of Advertising Research, Cambridge University Press, vol. 45(1), pages 93-123, March.
    2. Green, Paul E & Carmone, Frank J & Wachspress, David P, 1976. "Consumer Segmentation via Latent Class Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 3(3), pages 170-174, December.
    3. Belk, Russell W, 1975. "Situational Variables and Consumer Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 2(3), pages 157-164, December.
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