Segmenting Consumers, Based on Their Perceptions for Circulars

In this article we investigate the possibility of identifying clusters, as a possible base for segmentation among consumers receiving circulars.
  

Segmenting Consumers, Based on Their Perceptions of Circulars

Marcus Schmidt, University of Southern Denmark andMogens Bjerre, Copenhagen Business School

Keywords: Circulars, multivariate analysis

INTRODUCTION

The level of circulars distributed by various retailers has increased steadily during the past two decades. While the average Danish household in the mid-eighties received four circulars per week, the appropriate figure today is sixteen. With the present annual increase of ten percent, the number of circulars that are dumped into the mailbox of the average household by the year 2003 will exceed twenty. By then the household...

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