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Suboptimal segmentation: Assessing the use of demographics in financial services advertising


Reference:

Piercy, N., Campbell, C. and Heinrich, D., 2011. Suboptimal segmentation: Assessing the use of demographics in financial services advertising. Journal of Financial Services Marketing, 16 (3-4), pp. 173-182.

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Official URL:

http://dx.doi.org/10.1057/fsm.2011.21

Abstract

Marketers routinely make use of demographic-based segmentation as a means of targeting customers of financial services. This article builds on growing evidence that a demographic-based approach is ill-founded. Using a large sample we investigate whether demographic information is of use in segmenting customers and find little support for existing practice. Implications for researchers and managers are discussed.

Details

Item Type Articles
CreatorsPiercy, N., Campbell, C. and Heinrich, D.
DOI10.1057/fsm.2011.21
Uncontrolled Keywordsadvertising, marketing research, demographics, segmentation
DepartmentsSchool of Management
RefereedYes
StatusPublished
ID Code28950

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