A new approach to segmenting the global child
Proposes a new approach to segmenting which is based on mindset rather than on gender, age or lifestyle. Distinguishes four different primary play dimensions, which correspond to four mindsets: the play dimensions are inner‐directed, other‐directed, reality, and fantasy, and these correspond to the mindsets of achievers, collaborators, leaders, and dreamers. Explores the relative strength of these mindsets in various countries, as determined by their culture. Shows how marketers need to recognise these segments in their communications and new product development.
Year of publication: |
2003
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Authors: | Lauffer, Robin |
Published in: |
Young Consumers. - MCB UP Ltd, ISSN 1758-7212, ZDB-ID 2253957-8. - Vol. 4.2003, 2, p. 3-8
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Publisher: |
MCB UP Ltd |
Subject: | Children (age groups) | Market segmentation |
Saved in:
Online Resource
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