... for different consumer segments separately, enabling one to target consumer groups with specific decision-relevant information. Design/methodology/approach A German online survey was conducted with mainly young consumers. The survey used a choice-based conjoint analysis (CBCA) with the relevant product...

.... Practical implications – There are many practical implications of the study. As hybrid consumers do not fall into distinct and stable categories, traditional marketing and segmentation strategies may need to be rethought. Consumers cannot be categorised in such a straightforward manner as conventional...

... and its distribution. The segmentation of markets in the 1970s and 1980s was followed by fragmentation during the 1990s. It was fragmentation that required a flexible response if customer expectations were to be met. There have been two responses. One has been an increase in alliances and partnerships...