Consumer-Based Marketing: The Use of Micro-Segmentation Strategies for Understanding Sport Consumption

Abstract

The present data illustrate the effectiveness of utilizing theoretically guided models to develop consumer-based micro-segmentation strategies. The results provide marketers with a powerful discriminant function calculated from six variables to profile consumers and make informed decisions regarding promotional content and channel delivery to stimulate processing of marketing communication. The function also enables marketers to carve out casual, moderate, and loyal market segments with 74.3 per cent accuracy utilizing only 18 survey questions.

Citation

Funk, D.C. (2002), "Consumer-Based Marketing: The Use of Micro-Segmentation Strategies for Understanding Sport Consumption", International Journal of Sports Marketing and Sponsorship, Vol. 4 No. 3, pp. 39-64. https://doi.org/10.1108/IJSMS-04-03-2002-B004