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    Priori versus post hoc segmentation

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    What is priori versus post hoc segmentation? Give an example.

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    Solution Preview

    According to Heilbrunn (2012) a "priori segmentation is a procedure whereby a company chooses to break out customer groups by a generally accepted classification procedure related to variations in customer purchase or usage of the product category".

    Heilbrunn (2012) gave the some examples of a priori segments:

    • Standard Industrial Classification (SIC) groups,
    • Geographic ...

    Solution Summary

    This solution provides a brief comparison of priori and post hoc segmentation procedures.