Abstract
Many studies of market segments rely on either heterosexual or female only samples. The research reported in this paper examines male and female usage based segments for an apparel product category in an attempt to determine whether sex-specific profile differences exist. Male and female profiles were developed via multiple discriminant analysis for a variety of life style, shopping behavior, market specific and demographic predictor variables. Although differences were found in the resulting profiles, many useful suggestions are made for further research of sex-specific segments.
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Greenberg, B.A., Lumpkin, J.R. (2015). Male and Female Heavy-Users of an Apparel Product Category: A Comparison of Sex Related Segment Profiles. In: Kothari, V. (eds) Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16946-0_17
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DOI: https://doi.org/10.1007/978-3-319-16946-0_17
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