Abstract
New tendencies in international market segmentation methodology lead towards joining similar market segments, functioning in different countries, into one international segment, defined as an inter-market one. The paper presents suggestions of applying multivariate statistical analysis methods for identifying international segments. The basis of this segmentation is made up of the concept of means-end chains, which assumes that products’ attributes become for the consumer the means, which enable obtaining set objectives: i.e. consequences and personal values. Configurations of bonds between the attributes, consequences and values called the hierarchical cognitive structure of the product, diversify consumers and due to this, can become the criteria of their segmentation. The article is of methodological character.
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Sobczak, E. (2005). The Concept of Chains as a Tool for MSA Contributing to the International Market Segmentation. In: Baier, D., Wernecke, KD. (eds) Innovations in Classification, Data Science, and Information Systems. Studies in Classification, Data Analysis, and Knowledge Organization. Springer, Berlin, Heidelberg. https://doi.org/10.1007/3-540-26981-9_45
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DOI: https://doi.org/10.1007/3-540-26981-9_45
Publisher Name: Springer, Berlin, Heidelberg
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