Segmentation and positioning principles - Segmenting consumer markets

3 important questions on Segmentation and positioning principles - Segmenting consumer markets

What are the three main classes to segment consumer market?

1. Background customer characteristics
2. Customer attitudes
3. Customer behavior

What are attitudinal characteristics?

Causal link between customer characteristics and marketing behavior.

What is a drawback of attitudinal characteristics?

Require costly primary research and sophisticated data analysis techniques.

The question on the page originate from the summary of the following study material:

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