Consumer Segments based on psychographics is preferred over the traditional criteria of segmentation. Applying the Exploratory Factor Analysis, the study identifies the dimensionality of beliefs underlying attitude toward advertising in general (Ag). Hierarchical clustering and K-Means...

Armed with improved targeting technology, firms are increasingly interested in optimizing their advertising dollars through consumer segment-specific targeting, particularly while introducing new products. That task becomes especially important in markets with distinct consumer segments – the...