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| Author: | Shaw, R. N. Bodi, A. |
| Title: | Diffusion of product code scanning systems. |
| Journal: | Industrial Marketing Management
1986 : AUG, VOL. 15:3, p. 225-235 |
| Index terms: | MARKET SEGMENTATION MARKET FORECASTING CODING |
| Language: | eng |
| Abstract: | It has been suggested that in a segmented market, the prediction of diffusion patterns based on various segments is more appropriate than the usual singlemarket forecast. Using data relating to the introduction of universal product code scanning in grocery stores it is shown that the segmentation strategy does not always give superior predictions. Thus, marketing planning may not necessarily be improved by trading off the simplicity of the whole-market method for the greater complexity of application and interpretation of the segmentation method. |
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