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Joseph Plummer (1974)
The concept and application of life style segmentation.Journal of Marketing, 38
W. Wells, D. Tigert (1971)
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U. S. News and World Report. (1973)
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Abstract The primary purpose of this study was to identify those characteristics of life style which differentiate and segment subscribers of CATV from non-subscribers. The hypothesis which was assessed by the research study can be stated as: There is no significant difference in the life style of cable television subscribers and non-subscribers. The Mann-Whitney U Test was utilized to statistically determine if there existed any significant difference between these two groups and indicated support for the above-mentioned hypothesis. The results indicate that the life style segmentation technique is a viable research tool and can be quite useful in many ways to a manager in the rapidly growing cable television industry.
Journal of the Academy of Marketing Science – Springer Journals
Published: Mar 1, 1975
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