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The Effect of Multiple Measures of Age In Segmenting Hotel Markets

1988; SAGE Publishing; Volume: 12; Issue: 2 Linguagem: Inglês

10.1177/109634808801200210

0741-5095

Lawrence R. Lepisto, Ken W. McCleary,

Consumer Market Behavior and Pricing

In the past decade, the hotel industry has found segmentation strategies to be critical to remaining competitive in increasingly fragmented markets. The chronological age of a segment is a commonly used variable in defining market segments. The consumer behavior literature suggests several approaches as alternatives to chronological age. These age measures assess how old a person feels and functions or how old they would like to be. This paper reports on a national study that determines the effectiveness of six age measures on their ability to aid in the segmentation of the markets of seven types of hotel/motel concepts.