Market segmentation producer or how to segment the market, Marketing Management

Assignment Help:

Market segmentation producer or how to segment the market:

1.       Survey stage: this is divided into two parts, (1) focus group discussions and in depth interviews with a view to get an insight into customer motivation, attitudes and behaviour and based on this insight developing a which is administered to a sample group of the customer. The objectives of this is to collect data on

A.      Attributes sought in a product and their priority ratings,

B.      Brand awareness and rating of the different brands,

C.      Product uses patterns

D.      Customer attitudes towards the generic product and  product category itself

E.       Media habits of sample respondents.

2.       Analysis stage: after collecting the data, it is analyzed by the factor analysis. This is used to identify the factors that differentiate customer habits. The marketer can give used to cluster customers into maximally different groups.

3.       Profiting stage: in this stage each cluster is profiled in terms of the media habits, attributes, and behaviour and consumption habits. The marketer can give each segment a name based on a dominant distinguishing characteristics.


Related Discussions:- Market segmentation producer or how to segment the market

Define the term total quality management, Define the term total quality man...

Define the term total quality management. TQM is stands for total quality management: In a strategic context, QM is most accurately categorized as a tactic for carrying o

Drip elements of marketing communications, DRIP elements of marketing commu...

DRIP elements of marketing communications DRIP element Examples Differentiate Burger King differentiates itself from market

Illustrates the words of philip kotler about e-commerce, Illustrates the wo...

Illustrates the words of Philip Kotler about e-commerce? In the opinion of Philip Kotler : E-commerce can be described as a general term for buying and selling procedu

Need answers, Quantitative Techniques Q4. Find elasticity of demand of the...

Quantitative Techniques Q4. Find elasticity of demand of the function x=150-5P at (1) P=15, (2) P=20. (5 marks) Q5. Find dy/dx of the following cases 1. y=x2 log x. 2. log x /x. (

Value pricing, Value  Pricing   :  Value  pricing  is  a  modern  innovati...

Value  Pricing   :  Value  pricing  is  a  modern  innovative  and  individual method of pricing. Value pricing rests on the principle that the reason of pricing is not to recover

Matrices, [1 - x] -4 [2 -2] [3z 10] [2y -3] [0 3] = [4 -u]

[1 - x] -4 [2 -2] [3z 10] [2y -3] [0 3] = [4 -u]

Define the term sustainable marketing, Question 1: (a) Discuss and expl...

Question 1: (a) Discuss and explain with the use of an example the steps involved in conducting an Environmental Impact Assessment (EIA) for planning a new development in a des

Write Your Message!

Captcha
Free Assignment Quote

Assured A++ Grade

Get guaranteed satisfaction & time on delivery in every assignment order you paid with us! We ensure premium quality solution document along with free turntin report!

All rights reserved! Copyrights ©2019-2020 ExpertsMind IT Educational Pvt Ltd