Segmenting the Indian market on life style

Date of publication: September 1, 1998

Abstract:

This chapter describes how in a heterogeneous market, such as India, a single socio-economic classification system is not sufficient to discriminate across various product categories. It demonstrates a new basis of segmenting households on life style related parameters which, unlike the existing system, work very well for premium products and services. The results are based on experiments carried out during the last four years.

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