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Market segmentation requires definition of consumer groups by variables that discriminate purchasing behavior. A multivariate program is described capable of defining homogeneous groups by a large number of variables to maximize discrimination between purchase group means. The program has specific advantages compared to traditional methods of grouping such as cross-classification, regression, and discriminant analysis. It is applied in segmenting markets by product and brand usage based on demographic and attitudinal variables.
Henry Assael (Fri,) studied this question.