Marketing to Heterogeneous Black Consumers
Tags: BLACKS as consumers; MARKETING research; MARKET segmentation; CONSUMERS' preferences -- Research; MARKETING mix; MARKETING strategy; CONSUMPTION (Economics) -- Research; TARGET marketing; PRIMARY audience; PREFERENCE heterogeneity
Related Articles
- Richness Curves for Evaluating Market Segmentation. Novak, Thomas P.; de Leeuw, Jan; MacEvoy, Bruce // Journal of Marketing Research (JMR);May92, Vol. 29 Issue 2, p254
Overall evaluation of market segmentation often is based on variance-explained measures, such as R2. However, variance explained measures can be misleading if applied to the managerial problem of selecting target segments. Richness curves are proposed as an alternative way of evaluating market...
- Identifying the Deal Prone Segment. Blattberg, Robert; Buesing, Thomas; Peacock, Peter; Sen, Subrata // Journal of Marketing Research (JMR);Aug1978, Vol. 15 Issue 3, p369
A model of consumer buying behavior is used to identify household characteristics that should affect deal proneness. The model treats household purchasing and inventory decisions like those of a firm. In other words, the household's purchasing decisions are assumed to be based on such factors as...
- The Effectiveness of Alternative Preference Elicitation Procedures in Predicting Choice. Huber, Joel; Wittink, Dick R.; Fiedler, John A.; Miller, Richard // Journal of Marketing Research (JMR);Feb1993, Vol. 30 Issue 1, p105
In a large--scale national study, the authors evaluated the effectiveness of several preference elicitation techniques for predicting choices. The criteria for accuracy included both individual hit rates and a new measure, the mean absolute error predicting aggregate share using a logit choice...
- Using Segmentation to Improve Sales Forecasts Based on Purchase Intent: Which "Intenders" Actually Buy? Morwitz, Vicki G.; Schmittlein, David // Journal of Marketing Research (JMR);Nov92, Vol. 29 Issue 4, p391
The authors investigate whether the use of segmentation can improve the accuracy of sales forecasts based on stated purchase intent. The common current practice is to prepare a sales forecast by using purchase intent and observed historical patterns in purchase rates given level of intent. The...
- An Application of the Multivariate Probit Model to Market Segmentation and Product Design. Rao, Vithala R.; Winter, Frederick W. // Journal of Marketing Research (JMR);Aug1978, Vol. 15 Issue 3, p361
The tradeoffs among product attributes typically are estimated from data on preferences toward several product concepts. The "no-yes"data on intentions to buy a product concept in relation to a previously intended purchase of an existing brand are perhaps more useful for computing these...
- A Multiple Ideal Point Model: Capturing Multiple Preference Effects from Within an Ideal Point Framework. Lee, Jack K.H.; Sudhir, K.; Steckel, Joel H. // Journal of Marketing Research (JMR);Feb2002, Vol. 39 Issue 1, p73
Previous research has suggested that households and individuals may possess multiple preferences for a given product category. These multiple preferences may be the result of multiple individuals in a household, different uses and usage occasions, and/or variety seeking. As such, single ideal...
- A COST-BENEFIT APPROACH TO MARKET SEGMENTATION. Winter, Frederick W. // Journal of Marketing;Fall1979, Vol. 43 Issue 4, p103
It is important to include cost-benefit issues in the determination of the appropriate level of aggregation in market segmentation plans. This paper offers an alternative view of normative segmentation and suggests some modifications to standard segmentation practice that are necessary for...
- Market Segmentation Using Models of Multidimensional Purchasing Behavior. Blattberg, Robert C.; Sen, Subrata K. // Journal of Marketing;Oct74, Vol. 38 Issue 4, p17
The authors use data on aluminum foil purchases to empirically evaluate several aspects of a new, potentially more useful, market segmentation strategy. The proposed strategy should help the marketing manager define homogeneous purchase segments, determine the size of each segment, estimate each...
- Reducing Competitive Ad Interference. Unnava, H. Rao; Sirdeshmukh, Deepak // Journal of Marketing Research (JMR);Aug94, Vol. 31 Issue 3, p403
Some recent research has shown that the presence of competitive advertising undermines the recall of a marketers advertising. The authors use the encoding variability hypothesis to develop two approaches to counter the detrimental effects of competitive advertising. In the first experiment, the...
