This paper proposes a new approach to dynamically segment markets. Dynamic segmentation i of key importance in many markets where it is unrealistic to assume stationary segments due to the dynamics in consumers’ needs and product choices. The main goal of the study is to analyse the dynamic process of financial product ownership under the assumption of heterogeneous growth in different segments taking into account significant determinants of growth trajectories. Using data from 2002 to 2010 collected by the Survey of Household Income and Wealth conducted by the Bank of Italy, this article shows that the Italian market of financial products is segmented and that this behavior’s trajectories over time are significantly influenced by the area of the country where the family lives and head of household’s education and gender.

Dynamic segmentation with growth mixture models

BASSI, FRANCESCA
2016

Abstract

This paper proposes a new approach to dynamically segment markets. Dynamic segmentation i of key importance in many markets where it is unrealistic to assume stationary segments due to the dynamics in consumers’ needs and product choices. The main goal of the study is to analyse the dynamic process of financial product ownership under the assumption of heterogeneous growth in different segments taking into account significant determinants of growth trajectories. Using data from 2002 to 2010 collected by the Survey of Household Income and Wealth conducted by the Bank of Italy, this article shows that the Italian market of financial products is segmented and that this behavior’s trajectories over time are significantly influenced by the area of the country where the family lives and head of household’s education and gender.
File in questo prodotto:
Non ci sono file associati a questo prodotto.
Pubblicazioni consigliate

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11577/3186066
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus 4
  • ???jsp.display-item.citation.isi??? 3
social impact