Abstract

Style of recognizing consumer problems has been identified in past research as a unique variable for effectively segmenting a market based upon potential purchase behavior. However, only one product category has been examined in previous studies thereby limiting the generalizability of the results. The present study examined shopping orientation and demographic characteristics of problem recognizers for six different product categories, with special attention devoted to Desired State Type Problem Recognizers. Profiles developed for these Desired State Type consumers were significantly different from Actual State Types for each of the six products. Some limited commonality was found for Desired State Types across five of the six product categories.

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