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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: | SEGMENTATION BRANDS CONSUMER BEHAVIOUR CONSUMER GOODS DATA COLLECTION DEMOGRAPHY |
| Language: | eng |
| Abstract: | This paper reports of a study of the characteristics of brand purchasers in 23 grocery product categories, revealing that there is little brand segmentation, and finding that the consumer profiles of competitive brands differ in terms such as sociodemographic characteristics, and that brands in the same product category are usually bought by similar kinds of people. Any actionable brand segmentation should be apparent without complex analysis procedures. When the markets for different different competitive brands are usually unsegmented, the market for brand A is therefore bigger than might be thought. So, segmentation analysis will not offer a simple answers for competitive marketing. |
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