Determinant attribute segmentation

Journal of the Academy of Marketing Science · 1975 · Volume 3 · Issue 1

Abstract

A major issue in segmentation research is the selection of the “best” dimensions to group consumers into homogeneous subsets. In this article the linkage between demographics, beliefs and behaviour is used to identify market segments, rather than a single variable. Demographics that are correlated with consumers' beliefs about the presence or absence of nine attributes of four Canadian banks are used to categorize consumers. The correlations between beliefs and behaviours are compared category by category. The significantly different correlations identify unique determinant attributes which become the basis for the market segments. Since each bank has somewhat different determinant attributes, the positions of the banks relative to each segment are specified.

Keywords

Income, Social Class, Market Research, Market Segment, Market Segmentation

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