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Deriving Target Customer Group Characteristics

In: Retailing Management

Author

Listed:
  • David Walters

    (European Business School)

Abstract

There is a considerable literature dealing with the topic of market segmentation and with its implications for retailing decisions. Within the context of strategic decision making and implementation the management focus should be upon customer characteristics that are important to the company at this time and for future planning purposes. That is to say that the theory of segmentation is accepted and provided that segments are: identifiable; with meaningful characteristics; are reachable; have a viable size, and are stable over time, they are significant for strategic analysis and planning purposes.

Suggested Citation

  • David Walters, 1994. "Deriving Target Customer Group Characteristics," Palgrave Macmillan Books, in: Retailing Management, chapter 10, pages 149-173, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-23488-2_10
    DOI: 10.1007/978-1-349-23488-2_10
    as

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