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Consumer's Attitude Segmentation for Effective Market Communication: A Case Study of Soft Drinks

Author

Listed:
  • Abiodun, Abolaji Joachim

    (Covenant University, Ota, Ogun State, Nigeria)

  • Oyeniyi, Omotayo Joseph

    (Covenant University, Ota, Ogun State, Nigeria)

Abstract

The fate of any product is ultimately determined by consumers’ attitude to it. This study based on primary data attempts to stratify the demand side of the market on the basis of the intensity of consumers’ feelings for a brand and it’s variant. Our hypothesis results indicate that consumers’ attitude to the parent brand is not related to its variants. The study recommends the need to set different communication objectives for each brand’s market segment with varying intensity of advertising and promotional appeals

Suggested Citation

  • Abiodun, Abolaji Joachim & Oyeniyi, Omotayo Joseph, 2011. "Consumer's Attitude Segmentation for Effective Market Communication: A Case Study of Soft Drinks," Manager Journal, Faculty of Business and Administration, University of Bucharest, vol. 13(1), pages 64-73, May.
    • Handle: RePEc:but:manage:v:13:y:2011:i:1:p:64-73
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