Evaluating alternative segmentation strategies in standard
industrial markets

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European Journal of Marketing

ISSN: 0309-0566

Online from: 1967

Subject Area: Marketing

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Document Information:
Title:	Evaluating alternative segmentation strategies in standard industrial markets
Author(s):	Chatrathi P. Rao, (Old Dominion University, Norfolk, Virginia, USA), Zhengyuan Wang, (University of Arkansas, USA, Fayetteville, Arkansas, USA)
Citation:	Chatrathi P. Rao, Zhengyuan Wang, (1995) "Evaluating alternative segmentation strategies in standard industrial markets", European Journal of Marketing, Vol. 29 Iss: 2, pp.58 - 75
Keywords:	Industrial marketing, Market segmentation, Marketing strategy, Research
Article type:	General review
DOI:	10.1108/03090569510080950 (Permanent URL)
Publisher:	MCB UP Ltd
Abstract:	Examines alternate segmentation strategies in the standard industrial products market. Using data obtained from 164 Indian industrial buyers, provides several empirical tests of a widely held belief that traditional segmentation approaches may serve as effective surrogate measures for distinct benefit segments. Results suggest that the link between traditional and benefit segmentation approaches are far weaker than might be expected. There is no strong empirical evidence supporting the proposition that benefit segments derived from cluster analysis are dependent on sales volume, industry type, characteristics of purchasing agents, and other potential correlates of benefit segments. The findings have implications for both academics and practitioners in industrial marketing.