| Tekijä: | Hansman, H. Schutjens, V. |
| Otsikko: | Dynamics in market segmentation: a demographic perspective on age-specific consumption |
| Lehti: | Marketing and Research Today
1993 : SEP, VOL. 21, p. 139-147 |
| Asiasana: | MARKET SEGMENTATION DEMOGRAPHY CONSUMPTION |
| Kieli: | eng |
| Tiivistelmä: | This article discusses the use of cohort analysis. Changes in values and beliefs and in consumer attitudes since the 60s may have caused differences between specific cohorts, resulting in changes in age-specific consumption patterns over time. The authors show that forecasts on wine consumption can be improved when both quantitative and qualitative effects within market segments are considered. The main purpose of segmentation is to develop an effective marketing strategy based on the identification of relatively homogeneous groups of consumers that show similar consumption patterns. |
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