Joseph P. Milazzo November 11, 1999 Gardenburger Case Analysis Marketing 6000 Executive Summary Gardenburger Incorporated is the leading developer, producer and marketer of meat-substitute burgers in the United States. This company was founded in 1985 in response to the public's growing interes...

Behavioral Segmentation Behavior segmentation divides buyers into groups based on their knowledge, attitude, uses or response to a product. Using characteristics such as usage rate, brand recognition, and benefits sought a marketer can divide the market into useful segments. Some marketers belie...