People are Different If You Know How to Look
Dr Leigh Morris and Julian R Bond
Explores the use of segmentation in marketing and suggests that it is not always as helpful as it might be, because, amongst other things, some categories may be relatively homogeneous, people have varying needs states, and there may be additional factors such as product availability and other marketing activity which have an influence.
People are Different if
You Know How to Look
Julian
R P Bond,and
Dr Leigh Morris,Research International
INTRODUCTION
The qualitative concept of segmentation is
something that we pick up at a very early age. As young children we naturally
group things...
