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

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







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
Related Questions
Question: a) Explain why service personnel are a source of customer loyalty and competitive advantage. b) Discuss the customer cycle of failure in a service organization.

Question : (a) Explian the basic model of consumer decision making. (b) Describe how the use of colour can be a powerful marketing tool. (c) When choosing a loyalty stra


A manufacture of hardware products wants enter into new markets overseas. They are initially planning to market its products and establishing sales organizations in India, Banglade

There are many ways to explain the market structure of the automotive industry.: One of heterogeneous purchasers makes up the population and nearly homogeneous sellers. This mea

Choosing the advertising messages: The task now is to translate all of the objectives into a specific advertising message to meet the goals. Advertising companies very in their

(a) Show one movie genre of particular interest to you and give examples from relevant films to illustrate the conventions used. To what extent do you think that genre conventions

What are the advantages of joint ventures? Joint ventures provide the following advantages, which are given below: • Sharing of risk and capability to combine the local in-d

Product item: product item means a specific product of the certain specifications and may be distinguish from the other product, or brands. A particular brand of a product is a pr

Perween Warsi's parents arranged for her to marry a doctor at the age of 16 in India. The couple moved to Britain in 1975 with their two sons. Bored, with time in her hands, Perw