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Among the three segments of maintainers, lapsers and non-users, I will concentrate on the last two segments.
Further analysis of the budgeting behavioral data for each product or service category can identify three consumer coping segments: (1) category maintainers whose revenue productivity falls under the responsibility of the consumer retention manager; (2) category lapsers whose business growing contribution is the job of consumer re-acquisition manager; and (3) category non-users who can be sourced for business growing by the new customer acquisition manager.
Theres 87 percent of Metro Manila housewives who are maintainers, 13 percent lapsers and 0 percent non-users.