Broadening the Appeal of New Housing Product Portfolios: The Role of Segmentation

Research output: Contribution to journalArticlepeer-review


Within the intensely competitive environment in which they operate,builders and developers are required to offer property packages whichsatisfy diverse customer needs and wants. The standard practice of theseoperators has been to offer portfolios of products to portfolios of customers, rather than to target specific products atcertain segments. Uses customer preference data to establish whethermarket segmentation can help to fine tune this broad approach. Raisesspecific questions about how the portfolios might be designed moreeffectively and what the implications might be for the industry.

Original languageEnglish
Pages (from-to)5-16
Number of pages12
JournalEuropean Journal of Marketing
Issue number7
Publication statusPublished - Jul 1992

Bibliographical note

Publisher Copyright:
© 1992, MCB UP Limited.


  • House building
  • Market segmentation
  • Marketing theory
  • Portfolio planning
  • Research

ASJC Scopus subject areas

  • Marketing


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