search query: @author Schmolze, R. / total: 1
reference: 1 / 1
« previous | next »
| Author: | Morris, L. Schmolze, R. |
| Title: | Consumer archetypes: A new approach to developing consumer understanding frameworks |
| Journal: | Journal of Advertising Research
2006 : SEP, VOL. 46:3, p. 289-300 |
| Index terms: | consumers markets marketing segmentation |
| Language: | eng |
| Abstract: | Most large companies have consumer segmentations identifying "discrete" groups against which to target different business activities (e.g. new-product development). In this study, these frameworks for consumer understanding are argued to be often flawed: they present bland groups misrepresenting the diversity within each segment. In addition, they may also fail to present clear business targets for different company departments. This study refers to Jungian terminology to discuss consumer archetypes-specific individuals capturing and expressing the richness and diversity of a given target segment. Refering to an empirical case study, this study demonstrates a technique for identifying consumer archetypes etc. |
« previous | next »
SCIMA