Abstract
This study investigates the relationship between awareness, attitudes, intentions, media habits, and demographics and the frequency of flying during a one year period. Multiple discriminant analysis is used to profile market segments based on services offered by a general aviation airport. Awareness was found to have the least predictive power and intentions to use specific services was the most useful in characterizing market segments.
| Original language | English (US) |
|---|---|
| Title of host publication | Developments in Marketing Science |
| Subtitle of host publication | Proceedings of the Academy of Marketing Science |
| Publisher | Springer Nature |
| Pages | 308-312 |
| Number of pages | 5 |
| DOIs | |
| State | Published - 2015 |
| Externally published | Yes |
Publication series
| Name | Developments in Marketing Science: Proceedings of the Academy of Marketing Science |
|---|---|
| ISSN (Print) | 2363-6165 |
| ISSN (Electronic) | 2363-6173 |
Bibliographical note
Publisher Copyright:© 2015, Academy of Marketing Science.
Keywords
- Market Segment
- Public Transportation
- Stepwise Discriminant Analysis
- User Group
- Wall Street Journal
