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...