Ritacco, Gail
August 2008
Brand Packaging;Aug2008, Vol. 12 Issue 6, p20
Trade Publication
The article tackles the significance of consumer segmentation. It is noted that segmenting consumers can help focus design efforts and help determine strategies and optimize packaging features and benefits. Variables like demographics, psychographics and behaviors are a variety of ways to classify consumers. Knowing range of needs, size each needs-based segment and where a product best suits are also crucial in segmenting consumers.


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