ISSN:
1061-0421
Source:
Emerald Fulltext Archive Database 1994-2005
Topics:
Economics
Notes:
Unmentionable products are those that are considered to be offensive,embarrassing, harmful, socially unacceptable, or controversial to somesignificant segment of the population. Examples of these productsinclude personal hygiene products, cigarettes, and even fur coats.Describes empirical research, based on a cross-sectional survey of 248subjects, which provides a taxonomy of these products. Objectives ofthe research were to determine if unmentionable products still exist;and to assist brand marketers with market strategies. Two key factorswere found to group unmentionable products together: level ofcontroversy/harm; and level of communication. There were two groups ofunmentionable products based on this classification:controversial/harmful and public communication; and beneficial andprivate communication. Certain products were not unmentionable.Managerial implications include careful target market segmentation,particularly for controversial/public products. For beneficial privateproducts, high quality and accurate information is critical.Unmentionable products still exist after 14 years, and both the conceptitself and the determining factors are timeless, even though specificproducts will change over time.
Type of Medium:
Electronic Resource
URL:
http://dx.doi.org/10.1108/10610429410073093
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