People are Different If You Know How to Look

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...