Exploring confusing issues in industrial market segmentation: an empirical study in the UK textiles industry
thesisposted on 19.01.2018, 12:17 authored by Chien-Kun Lin
With increasing attention on segmentation, more and more bases for segmenting markets have been suggested in the past few decades. However, no studies on segmentation issues in the textiles industry have been found. This study explored the segmentation strategies and bases used in the textiles industry by collecting data using an empirical survey of the UK textiles industry. This empirical study also investigated confusing issues affecting successful implementation of a segmentation strategy in the textiles industry so that it can provide guidelines and a framework for marketing practitioners and for future research. [Continues.]
Great Britain, Government (Overseas Research Scholarship). Ruentex Industries Ltd.
- Business and Economics