Concepedia

Concept

market segmentation

Parents

3.5K

Publications

223.7K

Citations

6.8K

Authors

2.1K

Institutions

About

Market segmentation is a fundamental academic concept and methodological approach within marketing research and strategy, concerned with the division of a heterogeneous market into smaller, distinct subgroups or segments. It investigates the heterogeneity among consumers or organizations based on shared characteristics, needs, behaviors, or preferences, enabling the identification of homogeneous clusters responsive to specific marketing strategies. Its significance lies in facilitating targeted resource allocation, tailored product development, and effective communication, thereby enhancing market understanding and strategic efficacy.

Top Authors

Rankings shown are based on concept H-Index.

WS

Pennsylvania State University

PE

University of Pennsylvania

SD

The Open University

SD

The University of Queensland

LS

University of Warwick

Top Institutions

Rankings shown are based on concept H-Index.

University of Pennsylvania

Philadelphia, United States

Pennsylvania State University

State College, United States

Cornell University

Ithaca, United States

University of Chicago

Chicago, United States