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Fractal segmentation matrix

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  • Puster, János

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.

Suggested Citation

  • Puster, János, 2012. "Fractal segmentation matrix," Journal of Retailing and Consumer Services, Elsevier, vol. 19(5), pages 457-463.
    • Handle: RePEc:eee:joreco:v:19:y:2012:i:5:p:457-463
    DOI: 10.1016/j.jretconser.2012.04.007
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    References listed on IDEAS

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    1. Rajiv Lal & David Bell, 2003. "The Impact of Frequent Shopper Programs in Grocery Retailing," Quantitative Marketing and Economics (QME), Springer, vol. 1(2), pages 179-202, June.
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