Consumer Archetypes: A New Approach to Developing Consumer Understanding Frameworks
Leigh MorrisBonamy Finch Marketing Services Ltd.Raimund SchmolzeT-Mobile InternationalINTRODUCTION
Within this article we argue that traditional forms of segmentation may be limited by the failure of the identified segments to differ significantly on important "profiling" variables. A segment may have an intuitively appealing attitudinal profile, but may be poorly defined with respect to (for instance) gender, social class, or category expenditure. Such dimensions are used to "get a feel" for what the segment is about, and therefore, for instance, what an...