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Chapter 3. Retailing Secrets: Tips from ... > How to Determine Market Structures

How to Determine Market Structures

The market structure can be described as the skeleton of the store and the precursor of markets, categories, segments, and sub-segments. Basically, it is how the consumer perceives fundamental groupings of products. Dissecting a grocery store, the customer expects to find departments comprised of certain types of food—produce, meat, bakery, and dairy, for example. Then, each department can be broken into sub-groups. Figure 3-3 shows a sample market structure hierarchy.

Figure 3-3. The market structure creates the framework for categories.



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