Problem Recognition Styles and Attributes Evaluation-An Approach to market Segmentation
Author(s):
Dr Hemant K Panda
Keywords:
Problem recognition styles, product attributes, segmentation, Multidimensional scaling, and Toilet soaps
Abstract
Many researches addressed the importance of market segmentation. It is proved that market segments could be developed based on the perceived differences on the product attributes evaluation. However, what makes the consumers to perceive the attributes differently is rarely understood. The current study aims to relate the perceived differences on attribute evaluation because of the problem recognition styles associated with the consumer's purchase decision process. The perceptual maps produced by the Multi-dimensional Scaling procedure suggest that the perceived differences in attribute evaluations could be attributed to the way a consumer recognises the need/problem. The may the attributes are perceived varies between the problem recognition styles associated with the purchase process. Thus, the marketers could be benefited by creating segments based on the problem recognition styles of the consumer's.
Article Details
Unique Paper ID: 153263

Publication Volume & Issue: Volume 8, Issue 8

Page(s): 392 - 397
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