Targeting, Segments and Positioning

Research output: Contribution to journalArticle

34 Citations (Scopus)


Customers have unique requirements, aspirations and satisfaction levels. Some customers, though, are “similar”: they have common requirements for goods, services and ideas. If these customers′ needs can be clearly identified and those with similar needs grouped in quantities of sufficient sizes, market segments have been determined. Each customer group – or market segment – has specific expectations and retail marketers must develop retail brands and concepts which cater for the needs of the segment targeted. Having decided on which segment (or segments) to target, retailers position their brands with an image with which the targeted customers identify. Market segmentation, targeting and positioning is a fundamental process in modern retail marketing strategy. The key decisions and the steps necessary for successful implementation are examined.
Original languageEnglish
Pages (from-to)4-10
Number of pages7
JournalInternational Journal of Retail & Distribution Management
Issue number3
Publication statusPublished - 1 Jan 1991
Externally publishedYes


ASJC Scopus subject areas

  • Marketing
  • Tourism, Leisure and Hospitality Management

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