This study compares the effectiveness of statistical model-based (MB) clustering methods with that of more commonly used non model-based (NMB) procedures in three important contexts: the traditional cluster analysis problem in which a set of consumer characteristic variables is used to form...

The segmentation of customers on multiple bases is a pervasive problem in marketing research. For example, segmentation service providers partition customers using a variety of demographic and psychographic characteristics, as well as an array of consumption attributes such as brand loyalty,...