Refer to Example, In segmenting the breakfast cereal market, a food manufacturer uses health and diet consciousness as the segmentation variable. Four segments are developed:
1. Concerned about eating healthy foods
2. Concerned primarily about weight
3. Concerned about health because of illness
4. Unconcerned
A survey was undertaken and each person was asked how often they ate a healthy breakfast (defined as cereal and/or fruit). The responses are:
1. Never
2. Seldom
3. Often
4. Always
The responses and the market segments of each respondent were recorded. Can we infer that there are differences in frequency of healthy breakfasts between the market segments?

  • CreatedFebruary 03, 2015
  • Files Included
Post your question