The justification for the relevance of educational attainment as a segmentation factors relates to environmental concerns. There is a relationship between educational attainment and the demand for environmentally friendly household appliances (Heller, 1997).
Approaches to Segmenting the White Goods Market in the European Union
The 15 member countries of the European Union vary widely in relation to population. As the countries form a contiguous block, however, factors other than total population appear to be of greater relevance in segmenting the white goods market than is total country populations. Among the other factors of relevance in the segmentation of the white goods market are the following:
Per capita gross domestic product (GDP) measured according to the purchasing power parity (PPP) model (stated in US$): This measure provides an indicator of the relative capacity of residents of each of the member countries of the European Union to afford to purchase white goods.
Income distribution ¨ proportion of total GDP accruing to the middle 60 percent of the population of a country: This measure provides an indicator of the relative strength of the middle market segment for white goods in a country.
Income distribution ¨ proportion of total GDP accruing to the top 20 percent of a population of a country: This measure provides an indicator of the relative strength of the premium market segment fo