Do product variants appeal to different segments of buyers within a category?

Journal of Product and Brand Management

Volumn 18, Issue 2, 2009, Pages 95-105

  Trinh, Giang ^a   Dawes, John ^a   Lockshin, Larry ^a  

^a UNIVERSITY OF SOUTH AUSTRALIA   (Australia)

Author keywords

Consumer goods; Market segmentation; Product variants; United Kingdom

Indexed keywords

EID: 67651087272     PISSN: 10610421     EISSN: None     Source Type: Journal    
DOI: 10.1108/10610420910948997     Document Type: Article

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