What are typical approaches to segmenting consumer markets?
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Answer:
That depends on a whole lot of things. What behaviors are you trying to differentiate on? can you measure the behaviors (shopping patterns), or can you only measure antecedents of that behavior - TV watching that leads to advertising views, that HOPEFULLY leads to shopping behavior. You should segment on the behaviors tha you can best measure that you are sure lead to the behaviors that you want to induce in the segments...
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