search query: @author Goodhardt, G.J. / total: 2
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| Author: | Hammond, K. Ehrenberg, A.S.C. Goodhardt, G.J. |
| Title: | Market segmentation for competitive brands |
| Journal: | European Journal of Marketing
1996 : VOL. 30:12, p. 39-49 |
| Index terms: | MARKET SEGMENTATION BRANDS CONSUMER GOODS CONSUMER BEHAVIOUR DATA COLLECTION DEMOGRAPHY |
| Language: | eng |
| Abstract: | Consumers differ widely in their individual brand choices. How far are brands in the same category bought by different kinds of consumers? There have been no systematic studies of such brand segementation. This paper focuses on brand segmentation: how far directly competing brands differ in the kinds of customers they have. An analysis of consumer panel data is carried out, to establish the extent to which brand segmentation occurs. Analyses yielded no general evidence of strong market segmentation between competitive brands, for the classification criteria available with such data. The conclusion is that while cases of brand segmentation may occur, they are not the rule. Markets are of course often segmented in other ways than by brand. |
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