Market segmentation by factor analysis

Abstract

Examines potential for factor analysis in indicating desirable marketing strategies within the non‐alcoholic beverages market, indicates how to identify consumer choice criteria and advertising indicators. Outlines the fundamentals of factor analysis illustrating its usefulness in market segmentation studies through an examination of the market for non‐alcoholic beverages. Concludes that market segmentation by spatial models deserves its increased attention in the literature and that factor analysis should be recognised as a valid contribution to market segmentation.

Citation

Doyle, P.M. (1972), "Market segmentation by factor analysis", European Journal of Marketing, Vol. 6 No. 1, pp. 1-6. https://doi.org/10.1108/EUM0000000005118