Geographical segmentation (French)

Date of publication: September 1, 1987


Geographic segmentation is one of the latest new developments in market surveys. This method is aimed at answering two major questions: - in a given area, what is the consumption structure? are there geographical areas in which such and such a product is consumed? This communication is intended to outline the major hypotheses which led up to thinking about a typology regarding communities and to demonstrate that this factor discriminates between different behaviors, and to examine the conditions under which they are applied to marketing studies and research.

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