haku: @author Sullivan, G. / yhteensä: 3
viite: 1 / 3
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Tekijä: | O'Connor, P. Sullivan, G. |
Otsikko: | Market segmentation: a comparison of benefits/attributes desired and brand preference |
Lehti: | Psychology and Marketing
1995 : OCT, VOL. 12:7, p. 613-638 |
Asiasana: | MARKET SEGMENTATION BRAND LOYALTY RESEARCH |
Kieli: | eng |
Tiivistelmä: | Benefits/attributes desired is commonly considered the most strategically meaningful market segmentation base. However, in practice, problems in product benefit/attribute specification and data collection are frequently observed. This research compares the performance of benefits /attributes desired and brand preference on the criteria of segment identification, brand purchase, and responsiveness to marketing mix elements. |
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