Context Matters When Segmenting Consumers

Georgetown Institute for Consumer Research; Blanchard, Simon; DeSarbo, Wayne; Atalay, A. Selin; Lebaron, David

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Creator

Georgetown Institute for Consumer Research

Blanchard, Simon

DeSarbo, Wayne

Atalay, A. Selin

Lebaron, David

Bibliographic Citation

Blanchard, S., DeSarbo, W., Atalay, A.S., & Lebaron, D. (2013). Context Matters When Segmenting Consumers. Washington, DC: Georgetown University. Retrieved from http://hdl.handle.net/10822/707499.

Description

Marketers need to understand how context-dependent preferences influence consumer segments. Read more to learn about how to account for contextual preferences when building a segmentation model for markets such as OTC analgesics.