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Title: Market segmentation : the segmentation of the UK market for king size cigarettes on the basis of consumer perceptions and product requirements
Author: Hooley, Graham J.
ISNI:       0000 0001 3581 3245
Awarding Body: University of Warwick
Current Institution: University of Warwick
Date of Award: 1978
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The first part of this thesis attempts a synthesis of published research in the general area of market segmentation. Because of the sheer volume of such research the thesis is primarily concerned with domestic, consumer research since 1970, adequate literature reviews being availahle of research prior to this time (see Frank, (1968) and Frank, Massy and Wind (1972)). Study of the literature indicates the growing use of situation specific variables in segmentation research coupled with the increased usage of multivariate techniques. Of particular interest are the more recent attempts to link market segmentation and product positioning methodology. Existing studies, however, are based largely on small, "convenience" samples without validation samples, and tend to be technique oriented, that is they are applications of existing or new techniques rather than attempts to solve problems. The empirical research presents a market segmentation methodology concerned with market gap identification, i.e. segments not adequately satisfied with existing product offerings. The methodology is tested on a large, representative sample of consumers in a particular market using a split sample for analysis and validation and a variety of alternative types of data and methods. Serious doubts are raised about the application of the INDSCAL model for dealing with individual differences in perception and the application of the PREFMAP model for identifying respondents' ideal brand locations. This work suggests that perceptual space segmentation is best accomplished through direct clustering of respondents on the basis of brand similarity judgements and that identification of brand requirements is best accomplished through the rating of the ideal brand along the dimensions of perception. The research indicates segments of consumers with homogeneous perceptions of current brand offerings and homogeneous brand requirements. These segments are further evaluated to determine their value to management as target markets, suggesting alternative marketing strategies.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available
Keywords: HB Economic Theory ; HD Industries. Land use. Labor