search query: @author Wedel, M. / total: 12
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| Author: | Wedel, M. Desarbo, W.S. |
| Title: | Market segment derivation and profiling via a finite mixture model framework |
| Journal: | Marketing Letters
2002 : FEB, VOL. 13:1, p. 17-25 |
| Index terms: | Market segmentation Consumer satisfaction Customers Models |
| Language: | eng |
| Abstract: | The Marketing literature has shown how difficult it is to profile market segments derived with finite mixture models, especially using traditional descriptor variables (e.g. demographics). Such profiling is critical for the proper implementation of segmentation strategy. This paper proposes new finite mixture modelling approach providing a variety of model specifications to address this segmentation dilemma. The proposed approach allows for large number of nested models (special cases) and associated tests of (local) independence to distinguish amongst them. A commercial application to customer satisfaction is provided where a variety of different model specifications are tested and compared. |
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