Onderzoeksartikel

Een evaluatie van domein-specifieke segmentatie

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Abstract

There are three levels of segmentation variables that can be distinguished. The brand-specific level is based on the use of particular brands, and the general level on general patterns of behaviour, or lifestyle. In between these two lies the domain-specific level, which is based on the use of classes of particular products (the product domain). Consumind ’91 is an attempt to make domain-specific variables operational. The present article offers an evaluation of the domain-specific variables of Consumind ’91. The first part of it deals with the question whether they are indeed domain-specific or not. The second part addresses the issue whether or not the domain-specific variables add any predictive power to other types of variables, such as personal characteristics and life-style variables, set within the domain of outer wear. The domain-specific variables of Consumind ’91 actually turn out to be domain-specific, and in addition prove to be usefully supplemental to personal characteristics and life-style variables in the domain of outer wear.

How to Cite:

Pelupessy, A., (1994) “Een evaluatie van domein-specifieke segmentatie”, Massacommunicatie : Wetenschappelijk Kwartaaltijdschrift voor Communicatie en Informatie 22(4), 274–292.