Using market segmentation theory to select target markets for sun protection campaigns

This paper describes the initial steps in target market segmentation and evaluation as part of an industrylinked research project to develop a social marketing program for sun protection. The Project Reference Group developed a set of segmentation evaluation criteria based on recommendations from marketing and health promotion literature, as well as adding criteria specifically relevant to the industry partner. The process enabled an informed, representative and defensible selection of a primary target market as an initial starting point for further target market research and segmentation. It also demonstrated that bridging terminology from the fields of marketing and health promotion as well as including context-specific evaluation criteria can enhance target market segmentation in social marketing. Disciplines Arts and Humanities | Life Sciences | Medicine and Health Sciences | Social and Behavioral Sciences Publication Details This conference paper was originally published as Jones, SC, Rees, L, Hall, D and Tang, A, Using market segmentation theory to select target markets for sun protection campaigns, in Purchase, S (ed), Proceedings for the ANZMAC Conference, University of Western Australia, 2005. This conference paper is available at Research Online: http://ro.uow.edu.au/hbspapers/66 Using Market Segmentation Theory To Select Target Markets For Sun Protection