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Is There Brand Segmentation?

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  • Elena Kostadinova

    (University of National and World Economy, Sofia, Bulgaria)

Abstract

Segmentation has been a central concept in marketing theory and practice for decades. Since F.B. Evans` controversial article "Psychological and objective factors in the prediction of brand choice: Ford versus Chevrolet" (1959) several studies have been conducted in attempt to capture meaningful relationships between brand choice and psychographic, demographic and behavioral variables. The idea that different brands appeal to different profiles of customers is intuitively adopted by practitioners and academics as conventional marketing emphasizes the importance of segmentation, brand differentiation and positioning to marketing success. But does brand preference really discriminates between customers? The purpose of this paper is to present the results of an empirical study of the Bulgarian market for 1) four categories of fast moving consumer goods and 2) three categories of durable products. The main objective of the study is to examine the existence of brand level segmentation of the customers of competing brands

Suggested Citation

  • Elena Kostadinova, 2013. "Is There Brand Segmentation?," Economic Alternatives, University of National and World Economy, Sofia, Bulgaria, issue 4, pages 77-85, December.
    • Handle: RePEc:nwe:eajour:y:2013:i:4:p:77-85
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    References listed on IDEAS

    as
    1. Sha Yang & Gerg M. Allenby & Geraldine Fennel, 2002. "Modeling Variation in Brand Preference: The Roles of Objective Environment and Motivating Conditions," Marketing Science, INFORMS, vol. 21(1), pages 14-31, May.
    2. Franklin B. Evans, 1968. "Ford Versus Chevrolet: Park Forest Revisited," The Journal of Business, University of Chicago Press, vol. 41, pages 445-445.
    3. Franklin B. Evans, 1959. "Psychological and Objective Factors in The Prediction of Brand Choice Ford Versus Chevrolet," The Journal of Business, University of Chicago Press, vol. 32, pages 340-340.
    4. Geraldine Fennell & Greg Allenby & Sha Yang & Yancy Edwards, 2003. "The Effectiveness of Demographic and Psychographic Variables for Explaining Brand and Product Category Use," Quantitative Marketing and Economics (QME), Springer, vol. 1(2), pages 223-244, June.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    segmentation; brand preference; demographics; psychographics;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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