Trends in segmented marketing.
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Management of a sewing machine distributorship desires information on the viability of importing and distributing electronic/computerized sewing machines in comparison to manual sewing machines for resale in Kwa-Zulu Natal. An extensive literature review on industry and competitor analysis, consumer behaviour and market segmentation was undertaken. The research instrument took the form of an interview schedule. The interview was conducted at three dealerships and the study is based on replies from the three dealers who participated. The study is concluded with recommendations, which Singerkzn may wish to consider during its strategic planning process.