Market segmentation of cheese consumers: an approach using consumer's attitudes, purchase behaviour and sociodemographic variables

摘要

Market segmentation, as a technique to split a market up into segments in which consumers are as homogeneous as possible, is of great importance for companies, as it allows objective markets to be chosen for the application of differentiated marketing policies. The aim of the present work is the segmentation of the cheese market in Extremadura (SW Spain), using cluster analysis.