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.

Posted Date: 9/19/2012 4:18:43 AM | Location : United States

Ask an Expert

Related Discussions:- Market segmentation producer or how to segment the market, Assignment Help, Ask Question on Market segmentation producer or how to segment the market, Get Answer, Expert's Help, Market segmentation producer or how to segment the market Discussions

Write discussion on Market segmentation producer or how to segment the market
Your posts are moderated

Write your message here..

Related Questions

What are the ways of foreign market entry, What are the ways of foreign mar... What are the ways of foreign market entry? The prospective global marketer has decided onto a market entry strategy and a marketing mix. Such are two main methods of foreign ma

What are the intangible goods, What are the Intangible Goods Intangi... What are the Intangible Goods Intangible goods refer to services provided to individual consumers or to organisational buyers (industrial, institutional, commercial, governm

what is the equilibrium price and quantity , The market for pool rafts in ... The market for pool rafts in Playa del Largarto is competitive and includes no transaction costs.  Five suppliers are willing to sell pool rafts in Playa del Largarto at the follow

Describe the term positioning of a firm or service, Courts opened its first... Courts opened its first retail outlet in Mauritius in 1985, on the outskirts of Port Louis. It subsequently opened outlets in all the towns and big villages. However inspite of its

Structure of marketing plans, Contents of marketing plans or structure of m... Contents of marketing plans or structure of marketing plans 1.       Executive summary and table of contents: the marketing plans should open with a brief summary of the plan

Development of relationship marketing, Question 1: (a) Discuss the infl... Question 1: (a) Discuss the influences that led to the development of relationship marketing. (b) Using appropriate theories, discuss why the marketing mix paradigm and the

Briefly describe the functionalities of crm sub modules, Question 1: Br... Question 1: Briefly describe the functionalities of CRM sub modules. List out the benefits of CRM Systems. Functionalities List the benefits  Question 2:

Briefly describe hofstede''s dimensions of national culture, Briefly descri... Briefly describe Hofstede's dimensions of national culture. Geert Hofstede first researched the role of national culture within the organisation in a study of more thousand IBM

Product lifecycle , product life cycle of dove shop product life cycle of dove shop

Agencies working for competitors, Advertiser must avoid giving his advertis... Advertiser must avoid giving his advertising work that agency that handles the advertising work of his competitor. For the reason that in that case ad agency mayn't be in a positio