Cohort segmentation
Abstract
The notion of cohorts is becoming increasingly popular among trade journals and is even cited in undergraduate marketing textbooks as a segmentation technique; however, little empirical evidence exists to support the validity of the concept. The goal of the current study was twofold: (1) to examine the central relationship in the cohort concept—whether values can predict cohort groupings; and (2) to determine if consumers within cohort groupings...
Paper Details
Title
Cohort segmentation
Published Date
Dec 1, 2003
Journal
Volume
56
Issue
12
Pages
979 - 987
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