Buitrago Vera, Juan Manuel; Escribá Pérez, Carmen; Baviera Puig, Maria Amparo; Montero-Vicente, L.(Universitat Politècnica de València, 2016-09-28)
[EN] Market segmentation divides the market into small groups of consumers who share similar characteristics. As all consumers within the same group have a common profile, marketing strategies can be adapted to target a ...
[EN] Market segmentation is a key concept in marketing that groups consumers by their needs, characteristics, or purchasing behavior. The objectives of this research are to develop outranking multicriteria models based on ...