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Step 7: Describing Segments

In: Market Segmentation Analysis

Author

Listed:
  • Sara Dolnicar

    (The University of Queensland)

  • Bettina Grün

    (Johannes Kepler Universität Linz)

  • Friedrich Leisch

    (Universität für Bodenkultur Wien)

Abstract

Once a small number of market segments has been selected on the basis of their segment profiles, these segments need to be described in detail using additional information. The detailed description of market segments is critical; it informs target segment selection. This chapter introduces a number of methods, including techniques from graphical statistics, for describing market segments in an accessible way. Key questions that need to be asked in this step are provided in a checklist.

Suggested Citation

  • Sara Dolnicar & Bettina Grün & Friedrich Leisch, 2018. "Step 7: Describing Segments," Management for Professionals, in: Market Segmentation Analysis, chapter 0, pages 199-236, Springer.
    • Handle: RePEc:spr:mgmchp:978-981-10-8818-6_9
    DOI: 10.1007/978-981-10-8818-6_9
    as

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