Market segmentation practice has been one of the central issues in marketing research over the past thirty years. However, the results of many segmentation studies have been unworkable from a business stand-point. This research was concerned with understanding what makes some market segmentation projects more successful than others. The purpose was to examine the relationship between possible success factors and the success of a segmentation project. The processes of the research included: identifying a range of factors which may impact on the success of market segmentation; hypothesising and testing relationships between these factors and market segmentation success; developing the plan, fieldwork, action (PFA) model for assessing market segmentation success; and generating recommendations for relevant modifications that will improve the odds of market segmentation success. The research proceeded in a series of three interrelated phases: qualitative first, quantitative next, and then qualitative again. In the first phase, an initial list of the critical factors for segmentation success was generated through a review of the literature. The list was then validated and expanded by pilot interviews with marketing managers. In the second phase, a questionnaire was developed for gathering the necessary empirical data. 600 questionnaires were handed out at the Birmingham National Exhibition Centre at eight different trade shows. 221 usable responses were returned. Using the SPSS package, univariate, bivariate as well as multivariate statistics were employed to analyse the data. Lastly, validating interviews were conducted in an attempt to explain the research findings. Ten factors believed to impact upon segmentation success were extracted. Seven of them were found to be critical to segmentation success and were termed critical success factors (CSFs). In addition, the research also identified the plan, fieldwork and action (PFA) stages in the segmentation process which led to the development of the PFA model. The model can be used to explain why some segmentation projects are successful while others are not. It was found that the plan and action stages were those most likely to impact upon segmentation success. The managerial implications of the research findings were discussed and suggestions for further research were proposed.
| Identifer | oai:union.ndltd.org:bl.uk/oai:ethos.bl.uk:541304 |
| Date | January 1996 |
| Creators | Lin, Meng-Yen |
| Publisher | University of Warwick |
| Source Sets | Ethos UK |
| Detected Language | English |
| Type | Electronic Thesis or Dissertation |
| Source | http://wrap.warwick.ac.uk/36179/ |
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