Deriving Target Customer Group Characteristics

David Walters
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David Walters: European Business School

Chapter 10 in Retailing Management, 1994, pp 149-173 from Palgrave Macmillan

Abstract: Abstract There is a considerable literature dealing with the topic of market segmentation and with its implications for retailing decisions. Within the context of strategic decision making and implementation the management focus should be upon customer characteristics that are important to the company at this time and for future planning purposes. That is to say that the theory of segmentation is accepted and provided that segments are: identifiable; with meaningful characteristics; are reachable; have a viable size, and are stable over time, they are significant for strategic analysis and planning purposes.

Keywords: Consumer Behaviour; Customer Expectation; Consumer Culture; Customer Group; Shopping Activity (search for similar items in EconPapers)
Date: 1994
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-349-23488-2_10

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DOI: 10.1007/978-1-349-23488-2_10

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