Abstract:

One of the most essential aims of a market survey is to provide precise information on the segments which should be taken by an existing brand as marketing targets. A bibliographical survey of the work done on that problem in the past twelve years shows: 1) that target definition has always been realised on the basis of a segment analysis of the consumption of the class product concerned, without consideration of brand shares; 2) that in spite of the fact that the notion of target is a particularly dynamic one, marketing approaches of targets generally lack any analysis of the consumer's responses to marketing operations. From these observations, the author has built and experimented a method of analysis of the results of market research surveys which allows for determination of the segments where a given existing brand should concentrate its investments.