The use of life style segmentation to determine if CATV subscribers are really different
Christopher C. Binkert M.B.A., James A. Brunner Ph.D., Jack L. Simonetti Ph.D.
Journal of the Academy of Marketing Science · 1975 · Volume 3 · Issue 2
Abstract
The primary purpose of this study was to identify those characteristics of life style which differentiate and segment subscribers of CATV from non-subscribers. The hypothesis which was assessed by the research study can be stated as: There is no significant difference in the life style of cable television subscribers and non-subscribers. The Mann-Whitney U Test was utilized to statistically determine if there existed any significant difference between these two groups and indicated support for the above-mentioned hypothesis. The results indicate that the life style segmentation technique is a viable research tool and can be quite useful in many ways to a manager in the rapidly growing cable television industry.
Keywords
Life Style, Federal Communication Commission, Television Advertising, Cable System, Cable Television
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