search query: @author Kane, C. L. / total: 1
reference: 1 / 1
« previous | next »
| Author: | Kane, C. L. |
| Title: | Overcome the "me too" product syndrome. |
| Journal: | Journal of Business Strategy
1989 : MAR-APR, VOL. 10:2, p. 14-16 |
| Index terms: | MARKET SEGMENTATION NEW PRODUCTS CONSUMER ATTITUDES |
| Language: | eng |
| Abstract: | In today's marketplace, which is considered to be more splintered and competitive than ever before, a major challenge for marketers is to avoid the "me too" trap and to develop truly distinguishable products that can build and hold market share over time. Attaining this goal, in addition to demographics and income, two traditional methods are used to segment the consumer goods market: Self-esteem has been revealed to be a strong determinant of consumers' attitudes and behaviour, including product purchase behaviour. Attitudinal segmentation can identify possibilities for the future rather than merely confirm purchasing patterns of the past. |
« previous | next »
SCIMA