This case explores the use of market segmentation and the practical difficulties often encountered in such work. The solutions to these difficulties are highlighted. The case is based on the deregulated and highly competitive UK market for energy, namely gas and electricity supply. With little product differentiation possible, gas and electricity tend to be price-driven purchases, which increas...

....................................................................................................................................................................v INTRODUCTION.........................................................................................................................................................1 WHY DO MARKET SEGMENTATION ANALYSIS?...............................

Fantasy sport consumer behavior research is a burgeoning area of inquiry as this growing segment of sport fans exhibits unconventional, yet robust media consumption habits. In addition, consumer motivation and market segmentation represent core principles within the study of marketing, yet the integration of these two essential concepts with regard to sport consumers is limited. The purpose of ...

Even though market segmentation is one of the most established concepts in marketing, there are still some shortfalls in the body of research, which create a gap between theory and practice and lead to failure in the implementation of segmentation. The concept of strategic segmentation is specified as key in resolving these issues. It is shown that in any form of strategic segmentation, the fol...

Market segmentation is a multicriterion problem. This dissertation addresses the multicriterion nature of market segmentation with a new unified segmentation model that is derived from a multiobjective conceptual framework. The unified model elegantly solves the intrinsic antagonistic problem of market segmentation by generating a set of Pareto optimal solutions that represent different tradeof...