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The use of life style segmentation to determine if CATV subscribers are really different

The use of life style segmentation to determine if CATV subscribers are really different 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

The use of life style segmentation to determine if CATV subscribers are really different

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References (4)

Publisher
Springer Journals
Copyright
1975 The Academy of Marketing Science
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1007/BF02729524
Publisher site
See Article on Publisher Site

Abstract

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

Journal of the Academy of Marketing ScienceSpringer Journals

Published: Mar 1, 1975

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