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SEGMENTATION OF THE WHITE GOODS MARKET In the European Union

SEGMENTATION OF THE WHITE GOODS MARKET IN THE EUROPEAN UNION: CONSIDERATIONS AND ALTERNATIVE SCENARIOS

This research considers the issue of the segmentation of the white goods market in the European Union. The term "white goods", for purposes of this research, includes all major household appliances. The definition of the European Union includes the 15 member states as of June 2001, which are as follows: Austria, Belgium, Denmark, France, Finland, Germany, Greece, Ireland, Italy, Luxembourg, Netherlands, Portugal, Spain, Sweden, and United Kingdom ("The ABC of the European Union," 2001).

Market segmentation is the procedure by which a marketing organization selects one or more groups of potential customers having similar within group characteristics. The marketing organization then develops separate marketing mixes for each customer group. The market segmentation process subdivides potential customers into distinct sub-sets. Conceivably, a marketing organization may select any sub-set as a target market for which the marketing organization will develop a distinct marketing mix (Churchill, 1999).

A variety of factors may provide the basis for marketing segmentation. These factors include demographic characteristics, geographic dispersion, preference segments, psychographic characteristics, and behavioristic characteristics (Churchill, 1999). Important factors for the segmentation of the white goods market include income, income distribution within a market, population, and educational attainment. The justification for the relevance of educational attainment as a segmentation factors relates to environmental concerns. There is a relationship between educational attainment and the demand for environmentally friendly household appliances (Heller, 1997).

Approaches to Segmenting the White Goods Market in the European Union

The 15 member countries of the European Union vary widely in relation to population. As the ...

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SEGMENTATION OF THE WHITE GOODS MARKET In the European Union. (1969, December 31). In LotsofEssays.com. Retrieved 08:50, March 29, 2024, from https://www.lotsofessays.com/viewpaper/1689074.html