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INTEGRATING CONSUMER INVOLVEMENT AND PRODUCT PERCEPTIONS WITH MARKET SEGMENTATION AND POSITIONING STRATEGIES

INTEGRATING CONSUMER INVOLVEMENT AND PRODUCT PERCEPTIONS WITH MARKET SEGMENTATION AND POSITIONING... Marketers must be aware that consumers do not evaluate all products in the same way. Even brands that are perceived as very similar overall are often selectively evaluated. Consumer product involvement, or concern with the actual purchase or use of the product, affects these selective perception processes in several ways. Implications for market segmentation, product differentiation, and communication strategies are discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

INTEGRATING CONSUMER INVOLVEMENT AND PRODUCT PERCEPTIONS WITH MARKET SEGMENTATION AND POSITIONING STRATEGIES

Journal of Consumer Marketing , Volume 5 (2): 9 – Feb 1, 1988

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/eb008225
Publisher site
See Article on Publisher Site

Abstract

Marketers must be aware that consumers do not evaluate all products in the same way. Even brands that are perceived as very similar overall are often selectively evaluated. Consumer product involvement, or concern with the actual purchase or use of the product, affects these selective perception processes in several ways. Implications for market segmentation, product differentiation, and communication strategies are discussed.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Feb 1, 1988

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