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The scope for market segmentation within the charity market: An empirical analysis
Author(s) -
Schlegelmilch B. B.,
Tynan A. C.
Publication year - 1989
Publication title -
managerial and decision economics
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.288
H-Index - 51
eISSN - 1099-1468
pISSN - 0143-6570
DOI - 10.1002/mde.4090100207
Subject(s) - scope (computer science) , market segmentation , variety (cybernetics) , segmentation , marketing , business , market analysis , economics , microeconomics , computer science , artificial intelligence , programming language
Based on the analysis of 384 questionnaires, this paper investigates the scope for market segmentation for a variety of UK charities. The results call into question the idea that donor preferences expressed for a particular type of charity are associated with particular demographic, lifestyle or opinion and attitude segments. The managerial implications of the findings are discussed and suggestions for future research are made.