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

Sally Dibb

doi:10.1108/03090569210016567

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

Sally Dibb

Research output: Contribution to journal › Article › peer-review

1 Citation (Scopus)

Abstract

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 language	English
Pages (from-to)	5-16
Number of pages	12
Journal	European Journal of Marketing
Volume	26
Issue number	7
DOIs	https://doi.org/10.1108/03090569210016567
Publication status	Published - Jul 1992

Bibliographical note

Publisher Copyright:
© 1992, MCB UP Limited.

Keywords

House building
Market segmentation
Marketing theory
Portfolio planning
Research

ASJC Scopus subject areas

Marketing

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10.1108/03090569210016567

Cite this

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abstract = "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.",

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KW - Market segmentation

KW - Marketing theory

KW - Portfolio planning

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

Abstract

Bibliographical note

Keywords

ASJC Scopus subject areas

Access to Document

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