search query: @indexterm CONVENIENCE FOODS / total: 36
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| Author: | Olsen, S. O. Prebensen, N. Larsen, T. A. |
| Title: | Including ambivalence as a basis for benefit segmentation. A study of convenience food in Norway |
| Journal: | European Journal of Marketing
2009 : VOL. 43:5-6, p. 762-783 |
| Index terms: | convenience foods market segmentation attitudes consumer behaviour Norway |
| Language: | eng |
| Abstract: | The aim of the study is to explore the use of ambivalence in benefit-based segmentation of convenience food (here as: c.f.) in Norway. The findings reveal that using attitudinal ambivalence as a basis for benefit or attitude segmentation proved useful in finding segments in area of c.f. Three consumer segments are identified based on evaluation of quality, value, ambivalence and perceived morals towards c.f. |
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