Abstract
The study reported in this paper shows that specific life-changing events may represent marketing opportunities for advertisers and marketers to woo customers. A life events–based segmentation model is developed, tested and compared with competing cohort- and age-based models in predicting consumer behaviour. The results suggest that the inclusion of life events in segmentation models may be a significant improvement over age- or cohort-based segmentation models.
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More From: Journal of Targeting, Measurement and Analysis for Marketing
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