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Customer-Centered Design: A New Approach to Web Usability by Karen Hyatt, Kreta Chandler

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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.

If you took a close look at the bakery department, you would find breads, ...

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