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ERIC Number: ED178905
Record Type: RIE
Publication Date: 1977-Aug
Pages: 16
Abstractor: N/A
Reference Count: 0
The Use of Attitude Segmentation in Selecting Market Targets and Choosing a New Product Name: Application to an Automated Teller System.
Mauldin, Charles R.; And Others
Ninety-six subjects were randomly chosen from 386 bank customers who responded to a questionnaire using subjective variables to segment or label respondents. A review of subjective segmentation studies revealed that the studies can be divided into three approaches--benefit segmentation, attitude segmentation, and life style segmentation. Choosing attitude segmentation to determine bank customers' subjective opinions about automated teller machines (ATMs), some 75% were labeled "Hurried Depositors" because of a concern with getting in and out of the bank in a hurry, and were chosen to represent the priority market target in selecting a name for the ATM system to be introduced by their bank. Based on the preferences of the Hurried Depositors, the following criteria were established to select a specific name: the name should communicate a major benefit relevant to the primary market, it should suggest ATM services, and it should have human rather than institutional connotations. The criteria used in making the final decision did not come from the data but from assumptions about communication and human behavior: that the symbol chosen should convey benefits relevant and important to the target, with no excess connotations, particularly those which might be negative. (Sample statements from the questionnaire are included.) (AEA)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (60th, Madison, WI, August 21-24, 1977)