Market Segmentation Methodology: segmentation basis and classification methods

Ana Oliveira-Brochado, Francisco Vitorino Martins

Abstract


This work provides a comprehensive review of the literature on market segmentation, focusing on the discussion of proposed bases and classification methods. Multiple segmentation bases are detached, organized according to two axes - observable/ unobservable, general/specific of the product - and evaluated according to some criteria that must be satisfied for an effective segmentation: identifiability, substantiality, accessibility, stability, actionability and responsiveness. Classification methods are also grouped in three classes - nonoverlapping, overlapping and fuzzy, according to the format of the partition matrix they provide.

Key-words: Market segmentation. Effective segmentation. Segmentation bases. Classification analysis.


Keywords


Market segmentation. Effective segmentation. Segmentation bases. Classification analysis.



DOI: https://doi.org/10.7819/rbgn.v10i27.174

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