Abstract
A new segmentation approach is presented using pet ownership. Through the use of a commercially available data set and software, Simmons Choices II, attitude, interest and opinion categories are examined for differences among pet owners and non-owners. Results suggest significant differences among those who own only dogs, only cats, dogs and cats, and non-owners. These differences are applied to decision making for marketing strategy, creative executions and media planning. [ABSTRACT FROM AUTHOR]
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CITATION STYLE
James, W., McMellon, C. A., & Torres-Baumgarten, G. (2004). Dogs and cats rule: A new insight into segmentation. Journal of Targeting, Measurement and Analysis for Marketing, 13(1), 70–77. https://doi.org/10.1057/palgrave.jt.5740133
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