SEASONAL ASPECTS OF MARKET SEGMENTATION
During the summer there is a large increase in the population of the south of France, due to the influx of tourists. These people provided a largely unsatisfied demand for fruit and vegetables. As an experiment, a local retail market was established in the region of the Gulf of St. Tropez in order to assess the demand.
The results of the first year's experiment, 1971, indicated that such a market could be successful both in terms of the turnover achieved and the profits obtained from producer's investments. All of the main objectives were achieved:
- Customers were satisfied by the assortment and the quality of the products.
- Level of prices was competitive.
- A large amount of fruit and vegetables was distributed. Local trade did not suffer from this competition as total consumption increased in the area: an unsatisfied potential demand existed.
- Other retailers joined the market during the period: coming, at first, only once or twice a week, and later staying every day.
- Most of the retailers decided to come back the following year and customers wished to renew the experience and even expressed the wish that the market be widened.
- Var's public authorities decided to study the possibility of opening other markets.
Jacoutet, I. (1974). SEASONAL ASPECTS OF MARKET SEGMENTATION. Acta Hortic. 40, 131-134