L'OPPOSITION ENTRE TAILLE DU MARCHÉ ET DEGRÉ D'HOMOGÉNÉITÉ DES SEGMENTS: Une approche par la logique floue Les limites de l'approche classique en segmentation Approche par la logique floue en segmentation Eléments de la théorie des sous-ensembles flous--Degré d'appartenance La logique floue en classification Problématique de décision Méthodologie Choix du classificateur Classification floue Utilisation de la matrice des degrés d'appartenance--Matrice de compromis Application des principes de la logique floue à la segmentation de la clientèle bancaire Le contexte de décision Description de la base de

An operational segmentation has to be built on criteria which determine behavioral differences. The authors recommend a consumer segmentation based on a canonical analysis summarizing the articulation between attitudinal and behavior variables. This approach may be completed by an analysis of usage...

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Bibliographic Details
Published inDécisions marketing no. 32; p. 55
Main Authors TAM NGUYEN PHUONG, CLIQUET, GÉRARD, Borges, Adilson, LERAY, FRÉDÉRIC
Format Journal Article
LanguageFrench
Published Paris Association Française du Marketing 01.10.2003
Subjects
Classification
Consumer attitudes
Consumer behavior
Marketing
Strategic management
Studies
France
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Summary:An operational segmentation has to be built on criteria which determine behavioral differences. The authors recommend a consumer segmentation based on a canonical analysis summarizing the articulation between attitudinal and behavior variables. This approach may be completed by an analysis of usage occasions which are more explanatory than attitudes or sociodemographics, at lease on some markets. Consumer's canonical segmentation and usage occasions segmentation must be carried out in parallel. For each identified strategic segment, the authors then identify product opportunities and specific market levers.
ISSN:1253-0476