ABSTRACT
This chapter offers a strong case for segmenting by attitudes by showing how important attitudes and emotions are in understanding one's customers and their relationship to one's brand. Since the Bozell data are proprietary, the fashion and apparel industry has been chosen for hypothetical illustrations throughout and for the hypothetical case study. The author chose it because the apparel industry is an image-driven category where attitudes are so important but where little research is done. Using the apparel industry as a hypothetical case study, six attitudinal segments were defined and analyzed to illustrate the process of effectively targeting the right group with the right product using attitudinal segmentation. The chapter identifies the essential components of an attitudinal segmentation study, stressing the importance of understanding the relevant attitudes and emotions operating in the category. It discusses the need to anchor these emotional benefits to specific product categories and brands.
