DEVELOPMENT OF MARKET SEGMENTS OF DESTINATION CHOICE

This paper discusses the development of individual-choice models of the destination choice of nongrocery shopping locations. Two key features of the approach are the use of perceptual data for characterizing alternative destinations and an attempt to segment the population before the model building on the basis of homogeneity of perceptions of destinations. Data were obtained about the perceptions of shoppers of several shopping locations and on their preferences for various attributes of the shopping locations. The attributes were selected as those that make up the image of a shopping location independent of the transportation system. Several techniques are discussed for segmenting the population by perception, all of which are based on analysis of the psychological distance between shopping locations. Given the special properties of psychological distances, two forms of analysis were undertaken. First, correlations were computed for the set of interpoint distances for each socioeconomic group identified in the data. High correlations indicate similarity of perceptual space, while low correlations indicate lack of similarity. Second, the group interpoint distances were used as inputs to an individual scaling process that attempts to fit the perceptions into a common perceptual space by stretching or compressing the axes of the space by obtaining weights on each axis for each observation. In this case, market segmentation was sought through a hierarchic, fusion clustering process on the axis weights for each socioeconomic group. The results of these analyses converge well. Length of residence and age were found to be important segmentation variables. Sex and income were not found to be very powerful segmentation variables, but occupation may be worth study as a basis for segmentation.

Media Info

  • Media Type: Print
  • Features: Figures; References; Tables;
  • Pagination: pp 14-22
  • Monograph Title: Preferences, perceptions and market segments in travel behaviour
  • Serial:

Subject/Index Terms

Filing Info

  • Accession Number: 00179381
  • Record Type: Publication
  • ISBN: 0309026784
  • Files: TRIS, TRB
  • Created Date: Aug 27 1978 12:00AM