The importance of market segmentation in market research

Date of publication: June 15, 1970

Author: Marie Strnadova

Abstract:

The aim of market research is to classify the individuals into as homogeneous groups as possible according to their common features in the social structure and according to their consumer orientation and to find out the formation and workings of these groups; to identify the lines of communication inside and outside these groups. We speak about segmentation of the market.

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