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Journal cover: Journal of Product & Brand Management

Journal of Product & Brand Management

ISSN: 1061-0421
Incorporates: Pricing Strategy and Practice

Online from: 1992

Subject Area: Marketing

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Segmenting customer brand preference: demographic or psychographic

Document Information:
Title:Segmenting customer brand preference: demographic or psychographic
Author(s):Chin-Feng Lin, (Associate Professor, Department of Business Administration, National Chin-Yi Institute of Technology, Taiwan)
Citation:Chin-Feng Lin, (2002) "Segmenting customer brand preference: demographic or psychographic", Journal of Product & Brand Management, Vol. 11 Iss: 4, pp.249 - 268
Keywords:Brands, Demographics, Market segmentation, Psychographics
Article type:Research paper
DOI:10.1108/10610420210435443 (Permanent URL)
Publisher:MCB UP Ltd
Abstract:A multi-segmenting methodology is proposed for comparing the segmenting capabilities of segmentation variables and providing complete market segmentation information. Demographic and psychographic variables based on the differentiation of consumer brand preference were used to elicit the characteristics of market segments. In a comparative evaluation, the multi-combination variables of demographic segmentation exhibited market-segmenting capabilities equivalent to those of psychographic segmentation. The purpose of this research is utilizing multiple segmentation variables to identify smaller, better-defined target sub-markets for enhancing business competitive advantages.

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