Segmenting the burger market

Donna Kotronis
McCann-Erickson
Michael Lieberman
Multivariate Solutions

Not every dollar spent on advertising and sales is created equal some dollars generate far more revenue than others in the budget. Indeed, if one only knew beforehand which dollars to spend, and to whom they should be directed, success would be more certain.

In fact, profit potential varies from consumer to consumer because individual backgrounds, attitudes, perceptions, needs and benefits sought differ. This creates a fragmented marketplace and diversified demand.