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| Author: | Januszewska, R. Viaene, J. Verbeke, W. |
| Title: | Market segmentation for chocolate in Belgium and Poland |
| Journal: | Journal of Euromarketing
2000 : VOL. 9:3, p. 1-25 |
| Index terms: | CHOCOLATE INDUSTRY MARKET SEGMENTATION BELGIUM POLAND |
| Language: | eng |
| Abstract: | The aim of this study is twofold. First, to investigate the perception of chocolate based on attribute importance and benefit beliefs among Belgian and Polish consumers. Second, to examine the impact of the individual characteristics of consumers on their perception of chocolate. Making cultural comparisons provides important understanding as well as practical applications to marketing. |
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