The second approach is to segment markets on a post-hoc basis where the researcher
chooses a range of interrelated variables and then clusters buyers into groups whose average withingroup
similarity is high and whose between group similarity is low (Wind, 1978). This approach
may result in segments that are not necessarily internally consistent. Even if researchers can
identify groups with similar attitudes or usage habits, members often posses different demographic
characteristics making marketing decisions such as media buying, difficult to action (Hoek, Gendall
& Esslemont, 1996). Indeed Young et. al. (1978), suggest that a common reason segmentation
studies fail in the implementation stage is that marketing research is too preoccupied with the
methods and techniques of segmentation, and fails to consider the competitive structure of the
market and general marketing environment