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| Author: | Meyer, A. |
| Title: | Mikrogeographische Marktsegmentierung (Microgeographic market segmentation) |
| Journal: | Jahrbuch der Absatz- und Verbrauchsforschung
1989 : ,VOL. 35:4, p. 342-365 |
| Index terms: | SOCIAL GEOGRAPHY MARKET SEGMENTATION |
| Language: | ger |
| Abstract: | Increasing differentiation of markets requires increasingly sophisticated methods of market research. One among them is microgeographic market segmentation. It departs from a very detailed segmentation of a geographic area and progresses through typifying of these areas. Behind that there is the assumption that consumption is similar within and different between small regional areas (residential quarters, worker districts, high rise buildings etc.). The article presents the most useful software packages for performing this clustering task. |
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