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Market Segmentation Research: Beyond Within and Across Group Differences |
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| Authors: | Allenby Greg Fennell Geraldine Bemmaor Albert Bhargava Vijay Christen Francois Dawley Jackie Dickson Peter Edwards Yancy Garratt Mark Ginter Jim Sawyer Alan Staelin Rick Yang Sha |
| Institution: | (1) Ohio State University, USA;(2) ESSEC, France;(3) Elan Consulting Group, USA;(4) Wells Fargo Bank, USA;(5) Insight Analysis, USA;(6) Florida International University, USA;(7) University of Delaware, USA;(8) Miller Brewing Company, USA;(9) Ohio State University, USA;(10) University of Florida, USA;(11) Duke University, USA;(12) New York University, USA |
| Abstract: | Market segmentation research is currently focused too narrowly on the task of segment identification as opposed to its strategic relevance within a firm. In this paper we distinguish an ex ante approach to market segmentation research, which begins with studying the motivating conditions that lead people to the tasks and interests in their lives, from an ex post approach which begins with an individual's reaction to marketplace offerings. We argue that the marketing task of guiding managements to  make what people will want to buy will be more successful in light of a deep understanding of behavior in the context of everyday life and work, rather than a detailed understanding of preferences in the marketplace. Directions for future research are discussed. |
| Keywords: | market segmentation market definition motivation occasion for action |
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