Multidimensional Segmentation
In segmenting markets most researchers use a single set of basis variables that have ranged from demographics to psychographics to product category related attitudes to product related behaviors to derived importances from conjoint exercises to latent structures, depending on the era and the proclivities of the researcher. Yet, it seems quite restrictive to limit the basis for segmentation to only one type of variable. Buyers may use many criteria for determining their response to the selling proposition in a category. These criteria are multidimensional in nature, possibly encompassing attitudes, needs, values, benefits, means, occasions, and prior experiences, depending on the...
