Abstract:
The paper looks at traditional ways of segmenting consumers and suggests that, with increasingly complex markets and with changing patterns of consumer behaviour, they are inadequate. A new approach to segmentation 'modal' or 'dynamic' segmentation is described based on the implicit system of research. Three examples are shown of how modal segmentation was carried out.
Research Papers
Engineering a motor car that someone really wants to buy
Catalogue: Seminar 1995: Successful Product Engineering
Author: Peter Sampson
Company: Burke, Inc.
June 15, 1995
Research Papers
Explaining why consumers behave as they do, globally, with implicit models
Catalogue: New Monograph Series Vol.8: International Marketing Research
Author: Peter Sampson
 
September 1, 1999
