Abstract
This article proposes a satisfaction-based segmentation built upon Kano et al's (1984) taxonomy of product requirements, which is based in an engineering context. The proposed methodology is illustrated by segmenting young Indian consumers of fast food restaurants. CATREG procedure is used to find relevant drivers of consumer satisfaction, then, two step cluster analysis is used to derive satisfaction-based segments. A four cluster solution is obtained. After assessing the reliability and validity of segments obtained, segments are interpreted as value for money seekers, variety/novelty seekers, taste seekers and traditionalists, respectively.
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