Dear community,
We're currently performing a market study on different products. Now we would like to compare those products with products that address a similar market segment and look at differences. I.e. I think a hybrid-electric car is somewhat similar to a rooftop PV installation as both of them address environmentally conscious customers and feature similar investment volumes. However, the customer interaction with the product is completely different. Do you know any literature on such things to back up the reasoning?
All help on this topic highly appreciated.
All the best,
Beni
Cebo Daniel : I don't see how this answer contributes to answering the question.
Dear Beni,
You may find valuable to read
"How to Identify and Analyze Your Target Market in 2019" available at:https://www.bigcommerce.com/blog/target-market-analysis/#undefined
So far, the best I found were the segmentation basis from Frank, Massy and Wind 1972: 27 in Wedel, Wagner A. Kamakura, 2000: p.7, as visible here:
https://books.google.ch/books?id=XxLaBwAAQBAJ&lpg=PP5&dq=Wedel%2C%20Wagner%20A.%20Kamakura%2C%202000%3A%20p.7&hl=de&pg=PA7#v=onepage&q=Wedel,%20Wagner%20A.%20Kamakura,%202000:%20p.7&f=false
However, the approach is always the other way around: You have a product a try to identify the right market. I need a method for the reverse: looking at a product and roughly characterising the segment it addresses.
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