In January 1998, Philips launched its Navigator Segmentation Study, using New York City-based Roper Starch Worldwide to interview 14,000 people, aged 13 to 65, in 17 countries. One of the five segments Roper identified was the "dreamseekers", for whom the purchase of electronics symbolises the attainment of a dream. The research also showed that consumers who knew the Philips brand name trusted it, but even those people were not always familiar with its high-end products. Many voiced their fear ...

BPIR Categories

4.1.2 Manage advertising & promotional activities
1.2.1 Product strengths/weaknesses/opportunities/threats

Unlock this article and 10,000+ more

To get the most out of our extensive resources, please login or become a member below.