Segmentation Of Adolescents Using A Multimedia Study
The case of Mexico
Alicia de la Macorra Technical Director, BIMSA-Ipsos, Mexico. andIván Castro Statistical Director, BIMSA-Ipsos, Mexico.
INTRODUCTION
Nowadays teenagers represent 20% of the Mexican population and yet they have not been fully studied. One could expect that adolescents tend to have important market differences in their habits and, as a consequence of this, they generate a heterogeneous mosaic. The main objective of this paper is to present a segmentation analysis of this important domain. The identification of groups is based on measures related to their habits, attitudes...