Purpose – The purpose of this paper is to examine the expenditure patterns of grey or older consumers with comparisons among different demographic groups to establish important factors in terms of consumption behaviour. The findings are of relevance in the context of marketing to older...

Reports findings from a major study done by a Boston consulting firm showing four solution‐based market segments in high‐tech industries. They are the specialized solution, the customized solution, the value solution, and the packaged solution. One segment is the be‐first “contrarian”...

Details the methods used by European airport authorities to segment their consumer base. It will be argued that macro‐level factors, over which the industry has no control, have compelled airports to expand their commercial activities. As a consequence, airport authorities have been forced to...

This paper reports findings from a study into how marketing academics and MBA students view segmentation. The research indicates that both respondent groups view segmentation as being more valuable in helping to understand customers than improving business performance. For MBA students there...

Market segmentation is a topic that has already produced significant results in conventional marketing research but appears to be still novel in the field of Internet marketing. This triangulated study, integrating both qualitative and quantitative techniques, is based on in‐depth interviews...

Purpose – To provoke radical thinking about the role and practice of direct marketing. Design/methodology/approach – Author's adaptation of a keynote address to a major conference in Asia. Findings – Proposes that direct marketing does not need to follow the customary “direction”, i.e....

Purpose – To assess the potential for development in the agri‐food sector by investigating: consumer awareness of health‐enhancing foods; key influences on their perceptions of and attitudes towards these foods; their relevant purchasing behaviour in the context of the Northern Irish dairy...

Purpose – In the classic recency‐frequency‐monetary value (RFV or RFM) approach to market segmentation, customers are grouped together into an arbitrary number of segments according to data on their most recent day of purchase (R), the number of buying orders placed (F) and the total...