Market segmentation for competitive brands

Kathy Hammond (London Business School, London)
A.S.C. Ehrenberg (South Bank Business School, London)
G.J. Goodhardt (South Bank Business School, London)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 December 1996


Although market segmentation is widely described as a major marketing tool, questions whether brands which are broadly similar and competitive are bought by identifiably different consumer segments. Notes that few, if any, examples of marked brand segmentation are cited in the literature. Reports on a new international study of the characteristics of brand purchasers in over 20 grocery product categories using consumer panel data, which reveals that there is little brand segmentation. Finds that the consumer profiles of competitive brands differ little in terms of the commonly‐used classification measures such as socio‐demographic characteristics, and that brands in the same product category tend to be bought by similar kinds of people.



Hammond, K., Ehrenberg, A. and Goodhardt, G. (1996), "Market segmentation for competitive brands", European Journal of Marketing, Vol. 30 No. 12, pp. 39-49.

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Copyright © 1996, MCB UP Limited

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