Broadening the Appeal of New Housing Product Portfolios: The Role of Segmentation

Abstract

Within the intensely competitive environment in which they operate, builders and developers are required to offer property packages which satisfy diverse customer needs and wants. The standard practice of these operators has been to offer portfolios of products to portfolios of customers, rather than to target specific products at certain segments. Uses customer preference data to establish whether market segmentation can help to fine tune this broad approach. Raises specific questions about how the portfolios might be designed more effectively and what the implications might be for the industry.

Citation

Dibb, S. (1992), "Broadening the Appeal of New Housing Product Portfolios: The Role of Segmentation", European Journal of Marketing, Vol. 26 No. 7, pp. 5-16. https://doi.org/10.1108/03090569210016567