Segmentation: Demographic

 

14% of all single-person householders in the UK are aged 30-40. Joel Conway, an associate director at RDSi, looks at the values, lifestyles and desires of this growing target group. He describes two t ...

This paper presents the Study on Low-Income Consumers (LICs) based on the Consumer Panel, with information from 14 countries in Latin America, including the South Cone (Argentina and Chile), the Andea ...

This paper illustrates the use of a post hoc predictive segmentation procedure to segment the loyalty card market. The specific procedure used is CHAID, an algorithm that has been gaining in acceptanc ...

This paper studies the role of geodemographic segmentation as an analytic tool in retail location strategy. The most relevant factors that should determine retail location selection are revised, and t ...

This paper is evidence of the success of a client research company partnership, an efficient use of multivariate analysis, a creative system to define potential for social mobility and an innovative a ...

Davina O’Donoghue and Louise Steele, of EVO Research and Consulting, argue that lifestage is no longer an adequate segmentation method. They report on research comprising multi-lifestage workshops in ...

The Life Stage segmentation model has been widely used in the area of analytical CRM and target marketing. The model is based on the use of customer demographics data and classifies a business organiz ...

The Shoprite supermarket group in South Africa grew from eight suburban stores in Cape Town in 1979 to an international group of 634 stores in 2003, spread through 13 African countries. Most of the gr ...

The UK currently has about 20 million people who are 50 years old or over. This number is expected to grow to 25 million by 2021. Older people offer new market opportunities, and companies that choose ...

The paper describes the use and limitations of local socio-economic classifications in Latin America, most notably the inability to use these definitions for cross-country, regional and sub-regional c ...

This paper addresses the issue of socio-economic stratification of Latin American markets, and specifically that of Argentina. Transformations of the last decade have modified the regional scenario an ...

This paper demonstrates how intelligent analyses of existing single source databases can help identify key groups of “early adopters”; not just in terms of demographics, but in terms of lifestyle and ...

This article uses the analogy of gardening to illustrate best practice in marketing during a recession. The authors suggest that economic downturns give managers the opportunity to look harder at thei ...

This article explores the characteristics and attractiveness of UK older consumers to marketers. It shows that the UK's ageing population is potentially a dominant segment of the consumer market of th ...

This article examines the way we go about building conceptual models to analyse quantitative market research data. It positions the discussion within the context of the scientific paradigm and develop ...

Explores the use of segmentation in marketing and suggests that it is not always as helpful as it might be, because, amongst other things, some categories may be relatively homogeneous, people have va ...

This paper examines the way that we go about building conceptual models to analyse quantitative market research data. It positions the discussion within the context of the scientific paradigm and deve ...

The article is adopted from Jean-Noel Kapferer's book entitled 'Reinventing the Brand' He argues that brands are paradoxical - on the one hand they must be they must be consistent and on the other mu ...

The author discusses the 'global' marketing concept in the context of a multi-cultural society such as the USA. He contends that even in America marketers should 'act local'.

Segmentation using values related variables is increasingly being used in Asia to help in the positioning of brands and to drive marketing communications. This paper addresses some of the drawbacks an ...

The aim of this paper is to look at how international research has assisted in bridging the gap between theory and practical market issues. Based on a number of projects undertaken over recent years, ...

This award-winning paper demonstrates, in a special analysis of TGI data covering several products, that brand segmentation does not exist. The method of analysis was to compare the profiles of indivi ...

This paper provides an overview of a study of Brazilian families. A nationwide survey carried out by the Datafolha Institute in February 1998 investigated the Brazilian family concept and behavior and ...

This paper shows how the analytical tools used in demographic research can also be useful for voting behavior research and marketing research about mass consumption. We develop origin-destination matr ...

This paper describes a five stage programme to get the best out of innovative new product development research in the telecoms sector. It covers the pitfalls encountered at each stage, suggesting solu ...

Argues that for fmcg products highly targeted segmentation is less efficient for stimulating brand growth than old-fashioned large-scale sampling, since the appeal of most of these products is not clu ...

Data from the Research Institute on Social Change show that there is a serious and complex set of attitudes behind the caricature of `Little Englander'. There is a significant group who are characteri ...

This paper discusses the role of geodemographics in retailing and its contribution to retail segmentation, store ranging and customer service. It provides an overview of the status of this new 'scienc ...

This paper describes an investigation to determine whether or not it is possible to segment people by their habits with respect to a total of 98 variables relevant to exposure to media in one form or ...

A response to the article by Schaninger, Nelson and Danko, May/June 1993 (no. 6590), commenting on their proposed use of 'the Bartos model' for segmenting the women's market, by the original author of ...