The purpose of this study was to investigate the existence of generalized, or non-product-specific, market segments using general Life Style measures. Demographically similar segments were derived which indicated quite different life styles. These segments demonstrated no overt differences in product usage; but they did use different criteria for product evaluation, indicating the potential for product positioning.
Weisenberger, Terry M. and Harold W. Babb. 1982. "Generalized Market Segments for Frequently Purchased Consumer Goods." E.C.R.S.B. 82-4. Robins School of Business White Paper Series. University of Richmond, Richmond, Virginia.