Segmenting business-to-business markets: A micro-macro linking methodology

Academic Article


  • Purpose - This paper aims to report a research methodology that is used to identify business buyer segments by relating demographic indicators to the needs of various market segments. Design/methodology/approach - The research was based on a survey in the office systems industry. The respondents were asked to evaluate the importance of marketing services that are used by dealers to select, evaluate, and retain vendors. Findings - Market segments were identified and categorized using demographic and need-based data. Discriminant analysis was able to distinguish between demographic market segments and to identify these segments based on their market needs. Practical implications - This paper demonstrates a methodology to identify customer needs based on demographic data, lowering the cost of identifying the product and service needs of different market segments. Originality/value - Demographic and need-based business segmentation methods are widely used, However, empirically based research that bridges the gap between these two segmentation processes has not been previously reported. © Emerald Group Publishing Limited.
  • Authors

    Digital Object Identifier (doi)

    Author List

  • Powers TL; Sterling JU
  • Start Page

  • 170
  • End Page

  • 177
  • Volume

  • 23
  • Issue

  • 3