TY - JOUR
T1 - Variety seeking, market partitioning and segmentation
AU - Givon, Moshe
PY - 1985
Y1 - 1985
N2 - This paper ties together hierarchical partitioning of product markets, segmentation and variety seeking. Individual variety seeking is shown to be a more meaningful partitioning criterion than simple aggregate brand switching. Variety seeking is attribute dependent and thus should not be directly related to the consumer's socio-economic and demographic characteristics. Alternatively, the consumer's way of partitioning the market is suggested as a useful criterion for segmentation.
AB - This paper ties together hierarchical partitioning of product markets, segmentation and variety seeking. Individual variety seeking is shown to be a more meaningful partitioning criterion than simple aggregate brand switching. Variety seeking is attribute dependent and thus should not be directly related to the consumer's socio-economic and demographic characteristics. Alternatively, the consumer's way of partitioning the market is suggested as a useful criterion for segmentation.
UR - http://www.scopus.com/inward/record.url?scp=46549102491&partnerID=8YFLogxK
U2 - 10.1016/0167-8116(85)90028-X
DO - 10.1016/0167-8116(85)90028-X
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AN - SCOPUS:46549102491
SN - 0167-8116
VL - 2
SP - 117
EP - 127
JO - International Journal of Research in Marketing
JF - International Journal of Research in Marketing
IS - 2
ER -