By Topic

Segmenting by Latent Heterogeneity

Sign In

Cookies must be enabled to login.After enabling cookies , please use refresh or reload or ctrl+f5 on the browser for the login options.

Formats Non-Member Member
$31 $13
Learn how you can qualify for the best price for this item!
Become an IEEE Member or Subscribe to
IEEE Xplore for exclusive pricing!
close button

puzzle piece

IEEE membership options for an individual and IEEE Xplore subscriptions for an organization offer the most affordable access to essential journal articles, conference papers, standards, eBooks, and eLearning courses.

Learn more about:

IEEE membership

IEEE Xplore subscriptions

2 Author(s)
Lowengart, O. ; Ben Gurion Univ., Beer-Sheva ; Ghose, S.

Segmentation methods used in marketing literature range from those based on demographic variables to those relying on more sophisticated clustering techniques. Grouping consumers into relatively homogeneous classes is of great importance for marketers since it enables them to develop specific products and marketing strategies to better cater these segments. A new segmentation method based on the heterogeneity among consumers' perceptions of underlying product-related factors, is proposed. Specifically, variation of factor loadings, coupled with a highly intensive computer technique (bootstrap) is used to classify consumers into homogeneous groups. The validity of this segmentation scheme is compared to those of traditional segmentation methods, by examining the forecasting abilities of a choice model under these different scenarios.

Published in:

Advanced Engineering Computing and Applications in Sciences, 2007. ADVCOMP 2007. International Conference on

Date of Conference:

4-9 Nov. 2007