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Generalized Market Segments For Frequently Purchased Consumer Goods, Terry M. Weisenberger, Harold W. Babb
Generalized Market Segments For Frequently Purchased Consumer Goods, Terry M. Weisenberger, Harold W. Babb
Robins School of Business White Paper Series, 1980-2022
The purpose of this study was to investigate the existence of generalized, or non-product-specific, market segments using general Life Style measures. Demographically similar segments were derived which indicated quite different life styles. These segments demonstrated no overt differences in product usage; but they did use different criteria for product evaluation, indicating the potential for product positioning.