Market Segmentation Methodology: segmentation basis and classification methods
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Keywords

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

How to Cite

Oliveira-Brochado, A., & Martins, F. V. (2008). Market Segmentation Methodology: segmentation basis and classification methods. Review of Business Management, 10(27), 132–149. https://doi.org/10.7819/rbgn.v10i27.174

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.

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