Pan-European Food Market Segmentation An Application to theYoghurt Market in the EU

An increasingly competitive international environment makes it necessary for firms to focus more and more on cross-country consumer segments. This increases the importance of international market segmentation and the need to develop new research approaches. The aim of this work is to present some of...

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Bibliographic Details
Published inJournal of international food & agribusiness marketing Vol. 10; no. 4; pp. 77 - 99
Main Authors Valli, Carlotta, Loader, Rupert J., Traill, W. Bruce
Format Journal Article
LanguageEnglish
Published Taylor & Francis Group 12.04.2000
Subjects
Market segmentation
marketing strategies
means-end chains
pan-European
yoghurt
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Summary:An increasingly competitive international environment makes it necessary for firms to focus more and more on cross-country consumer segments. This increases the importance of international market segmentation and the need to develop new research approaches. The aim of this work is to present some of the results of a yoghurt segmentation study across Europe based on an innovative consumer measure explaining motivation to food choice, and to discuss the strategic implications of cross-country segments. The segmentation exercise identifies four pan-European segments with respect to yoghurt. The approach used for market segmentation proves to have important strategic implications, especially for the development of standardized product positioning concepts and communication strategy.
ISSN:0897-4438
1528-6983
DOI:10.1300/J047v10n04_06