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Keywords: Functional approach
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Journal Articles
Market segmentation via attitudinal functions: a multi-method approach
Available to Purchase
Qualitative Market Research: An International Journal (2018) 21 (1): 63–81.
Published: 08 January 2018
...Obinna O. Obilo; Bruce L. Alford Purpose This study aims to develop a method of segmenting markets by using the functional approach to attitudes. The adopted approach identifies and groups individuals based on what functions their held attitudes serve for them. Specific marketing mixes can, thus...
