Trends in consumer segmentation

Higgs, Bronwyn and Ringer, Allison (2007) Trends in consumer segmentation. In: Australia New Zealand Marketing Academy, 3-5 Dec 2007, Dunedin, New Zealand.


This paper reviews academic and practitioner literature to identify some of the emerging trends in consumer segmentation. Our review suggests that a number of specialised segmentations have recently emerged, each utilising different techniques, methodologies and data inputs relevant to their respective strategic intent.

Item type Conference or Workshop Item (Paper)
Subjects Historical > RFCD Classification > 350000 Commerce, Management, Tourism and Services
Historical > Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
Keywords consumer segmentation, hyper segmentation, finer segmentation, addressable marketing, behavioural targeting
Download/View statistics View download statistics for this item

Search Google Scholar

Repository staff login