Using market segmentation theory to select target markets for sun protection campaigns

Authors

Sandra C. Jones, University of WollongongFollow
L. Rees, University of Wollongong
Danika Hall, University of WollongongFollow
A. Tang, Cancer Council of New South Wales

RIS ID

12402

Publication Details

This conference paper was originally published as Jones, SC, Rees, L, Hall, D and Tang, A, Using market segmentation theory to select target markets for sun protection campaigns, in Purchase, S (ed), Proceedings for the ANZMAC Conference, University of Western Australia, 2005.

Abstract

This paper describes the initial steps in target market segmentation and evaluation as part of an industry-linked research project to develop a social marketing program for sun protection. The Project Reference Group developed a set of segmentation evaluation criteria based on recommendations from marketing and health promotion literature, as well as adding criteria specifically relevant to the industry partner. The process enabled an informed, representative and defensible selection of a primary target market as an initial starting point for further target market research and segmentation. It also demonstrated that bridging terminology from the fields of marketing and health promotion as well as including context-specific evaluation criteria can enhance target market segmentation in social marketing.