Segmenting cosmetic procedures markets using benefit segmentation: A study of the market for tooth whitening services in the United Kingdom
نویسنده
چکیده
Market segmentation is regarded as one of the core elements of marketing , and one that is relevant and important to the pharmaceuticals and medical sector. Yet, within the literature, there are few studies of segmentation evident, and the segmentation of consumer markets for cosmetic medical procedures is an issue yet to be addressed; indeed, this has only become relevant in recent years with changes in the environment. This article presents the fi ndings of a segmentation study into the market for tooth whitening services in the United Kingdom, a market that is still at a relatively early stage in its development. The study utilises benefi t segmentation, which is often referred to as the most meaningful form of segmentation, and identifi es fi ve distinct market segments. Key implications for marketers in this and related sectors are identifi ed. Journal of Medical Marketing (2010) 10, 183 – 198. doi: 10.1057/jmm.2010.7; published online 7 May 2010
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