Evaluative beliefs underlying attitudes toward brands and demographic measures for a panel of 172 respondents were included as sets of variables in four canonical analyses, two brands in each of two product categories. The resulting canonical functions tentatively support the combination of consumers' beliefs about product attributes and the demographic characteristics of those consumers as a means of suggesting both specific segments of consumers and the nature of the belief structure within those segments. Given this type of information, the marketing manager can more effectively formulate specific aspects of marketing strategies for each relevant segment.
Get full access to this article
View all access options for this article.
References
1.
AlpertM. I.PetersonR. A.On the interpretation of canonical analysis. Journal of Marketing Research, 1972, 9, 187–192.
2.
BassF. M.PessemierE. A.LehmannD. R.An experimental study of relationships between attitudes, brand preference, and choice. Behavioral Science, 1972, 17, 532–541.
3.
BassF. M.TigertD. J.LonsdaleR. T.Market segmentation: group versus individual behavior. Journal of Marketing Research, 1968, 5, 264–270.
4.
BeardenW. O.WoodsideA. G.Interactions of consumption situations and brand attitudes. Journal of Applied Psychology, 1976, 61, 764–769.
5.
BeardenW. O.WoodsideA. G.Testing variations of Fishbein's behavioral intention model within a consumer behavior context. Journal of Applied Psychology, in press.
6.
BlattbergR. C.SenS. K.Market segmentation using models of multi-dimensional purchasing behavior. Journal of Marketing, 1974, 38, 17–28.
7.
ClaycampH. J.MassyW. F.A theory of market segmentation. Journal of Marketing Research, 1968, 5, 388–394.
8.
DhallaN. K.MahatooW. H.Expanding the scope of segmentation research. Journal of Marketing, 1976, 40, 34–41.
9.
FishbeinM.An investigation of the relationships between beliefs about an object and attitude toward that object. Human Relations, 1963, 16, 233–239.
10.
FishbeinM.Attitude and the prediction of behavior. In FishbeinM. (Ed.), Readings in attitude theory and research. New York: Wiley, 1967. Pp. 477–492.
11.
FishbeinM.AjzenI.Belief, attitude, intention, and behavior. Reading, Mass.: Addison-Wesley, 1975.
12.
FrankR. E.StrainC. E.A segmentation research design using consumer panel data. Journal of Marketing Research, 1972, 9, 385–390.
13.
LambertZ. V.DurandR. M.Some precautions in using canonical analysis. Journal of Marketing Research, 1975, 12, 468–475.
14.
LessigV. P.TollefsonJ. O.Market segmentation through numerical taxonomy. Journal of Marketing Research, 1971, 8, 480–487.
15.
LevineP.Locating your customers in a segmented market. Journal of Marketing, 1975, 39, 72–73.
16.
MoinpourR.WileyJ. B.An approach to multicollineariry in the attribute structure of attitudes. Proceedings, Third Annual Conference. Chicago, Ill.: Assoc. for Consumer Research, 1971. Pp. 365–375.
17.
NormanR.Affective-cognitive consistency, attitudes, conformity, and behavior. Journal of Personality and Social Psychology, 1975, 32, 83–91.
18.
TolleyB. S.Identifying users through a segmentation study. Journal of Marketing, 1975, 39, 69–71.
19.
TwedtD. W.How important to marketing strategy is the “heavy user?”Journal of Marketing, 1964, 28, 71–72.
20.
WilkieW. L.PessemierE. A.Issues in marketing's use of multi-attribute attitude models. Journal of Marketing Research, 1973, 10, 428–441.
