In reference to Howard Moskowitz, he is a psychophysicist and market researcher well-known for his work in the food sector.
He is especially well-known for questioning the idea of a single, perfect product that can satisfy the tastes of all customers. The notion of "horizontal segmentation" or "cluster analysis" was first presented by Moskowitz in the field of market research. It posits that consumers have distinct preferences over a single ideal product.
Regarding food and customer preferences, Moskowitz questioned the notion that there exists a perfect product that will fulfill the needs of all. Rather, he contended that consumers have a variety of preferences and that businesses should design their products to appeal to various market segments. The food business has greatly benefited from this strategy since it acknowledges and addresses