Select a brand for which you feel loyalty. It could be a brand of ketchup, toilet paper, underwear, an engine part, or even a telecommunications provider. Analyze how you became loyal to the brand. Your discussion should include research and references from academic journals as it pertains to market segmentation.

Next, go to the company web site and research the brand.

1. What types of segmentation strategies has the brand undertaken over the years to maintain and extend its appeal to the consumer? What type of market segmentation are they using? Who is their target market?

2. As a conclusion, explain how the company research may or may not have helped you better understand why you are loyal to the brand.

 

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