search query: @author Hansman, H. / total: 2
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| Author: | Hansman, H. Schutjens, V. |
| Title: | Dynamics in market segmentation. A demographic perspective on age specific consumption (Verbraucherforschung; Marktforschungsverfahren) |
| Journal: | Marketing and Research Today
1993 : SEP, VOL. 21:3, p. 139-147 |
| Index terms: | |
| Freeterms: | MARKTSEGMENTIERUNG |
| Language: | eng |
| Abstract: | This article discusses the use of cohort analysis. Changes in values and beliefs and in consumer attitudes since the 1960's may have caused differences between specific cohorts, resulting in changes in age specific consumption patterns over time. The authors show that forecasts on wine consumption can be improved when both quantitative and qualitative effects within market segments are considered. |
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