SEGMENTATION OF THE WHITE GOODS MARKET In the European Union

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 di

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Approximate Word count = 970
Approximate Pages = 4 (250 words per page)

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