Hooley, Graham J. (1978) Market segmentation : the segmentation of the UK market for king size cigarettes on the basis of consumer perceptions and product requirements. PhD thesis, University of Warwick.

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Abstract

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.

Item Type:	Thesis (PhD)
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor
Library of Congress Subject Headings (LCSH):	Marketing research -- Great Britain, Consumers -- Attitudes, Consumers' preferences, Tobacco industry, Brand choice, Cigarette industry
Official Date:	December 1978
Dates:	Date Event December 1978 Submitted
Institution:	University of Warwick
Theses Department:	School of Industrial and Business Studies
Thesis Type:	PhD
Publication Status:	Unpublished
Supervisor(s)/Advisor:	Hirst, Melvyn
Extent:	2 volumes in 1 : illustrations
Language:	eng

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