All Generalisations Are Dangerous, Including This One: Pigeon-Holing On-Line Purchases

Abstract

Building upon the review of contemporary literature, this paper reports on studies in the field of the of web-based shopper market segmentation. It finds that unique groups of consumers perceive the internet differently; and that the key to successful web-based marketing strategy is clear segmentation and division. Using the findings of an empirical study comprising a set of focus groups and an electronic survey, criteria for segmenting web-based shoppers by; gender, age, education, life stage, ethnic type and previous internet usage are offered and described. These criteria will be of interest to marketing academics and professionals alike.