Market segmentation

Studying marketing problems without taking market segmentation into account is difficult to envisage. As such, segmentation issues emerge and are studied in all AiMark’s competence areas. Research focuses on the usefulness of specific segmentation bases and techniques to address particular marketing problems, and issues and solutions in international market segmentation research. The drivers of consumer well-being may also be used as basis for segmentation.

Our published and under construction work on Market Segmentation.