Consumer's Attitude Segmentation for Effective Market Communication: A Case Study of Soft Drinks

Abolaji Joachim Abiodun and Omotayo Joseph Oyeniyi
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Abolaji Joachim Abiodun: Covenant University, Ota, Ogun State, Nigeria
Omotayo Joseph Oyeniyi: Covenant University, Ota, Ogun State, Nigeria

Manager Journal, 2011, vol. 13, issue 1, 64-73

Abstract: The fate of any product is ultimately determined by consumers’ attitude to it. This study based on primary data attempts to stratify the demand side of the market on the basis of the intensity of consumers’ feelings for a brand and it’s variant. Our hypothesis results indicate that consumers’ attitude to the parent brand is not related to its variants. The study recommends the need to set different communication objectives for each brand’s market segment with varying intensity of advertising and promotional appeals

Keywords: Segmentation; consumer's attitude; communication objective; product variants (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:but:manage:v:13:y:2011:i:1:p:64-73

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