The four bases for segmenting consumer market are as follows: a demographic segmentation b geographic segmentation c psychographic segmentation d behavioural segmentation demographic segmentation divides the markets into groups based on variables such as age, gender, family size, income. Consumer behavior and segmentation 1 understanding market ‘ consumer behavior’ session 3 chapter 5&6 2 the gaps model word-of-mouth personal needs past experience expected product perceived product product delivery translation of perceptions into product-quality specifications management perceptions of consumer expectations external communications to consumers gap 5 gap 4 gap 3 gap 2 gap. Market segmentation depends on two levels − the strategic level and the tactical levelat a strategic level, it has a direct link with the decisions on positioning at a tactical level, it relates with the decision of which consumer groups are to be targeted.
Segmentation is the process of breaking down the intended product market into manageable groups it can be broken down by: behavior needs —economic, functional, psychological, social. Segmentation involves finding out what kinds of consumers with different needs exist in the auto market, for example, some consumers demand speed and performance, while others are much more concerned about roominess and safety. Behavioral segmentation divides a population based on their behavior, the way the population respond to, use or know of a product behavioral market segmentation assumes there are several factors which a consumer takes into consideration before taking a decision thus consumer decision making is affected by his behavior. Buying behavior of ac in india due to increasing purchasing power parity, favorable weather conditions, growing indian economy, me-too attitude of indian consumers and other factors air conditioning is strengthening its foothold in indian market. Consumer behavior involves the study of how people--either individually or in groups--acquire, use, experience, discard, and make decisions about goods, serivces, or even lifestyle practices such as socially responsible and healthy eating.
The answer lies in the kind of information that the marketing team needs to provide customers in different buying situations in high-involvement decisions, the marketer needs to provide a good deal of information about the positive consequences of buying. Starting from consumer behavior literature, we identified six phases in the buying process and we operationalized each of them by selecting the variables to include in the survey: 1) the perception of need : it is referred to the various situational factors and mental states. Customer segmentation is the practice of dividing a customer base into groups of individuals that are similar in specific ways relevant to marketing, such as age, gender, interests and spending habits customer segmentation, also called consumer segmentation or client segmentation, procedures.
Consumer behavior is commonly accepted to mean the decision-making processes that consumers employ when choosing, purchasing and using products and services target markets are specific market. Consumer behaviour refers to the study of buying tendencies of consumers an individual who goes for shopping does not necessarily end up buying products there are several stages a consumer goes through before he finally picks up things available in the market. Module b: customer behavior and market segmentation q: introduction consumer behavior consumer buyer behavior refers to the buying behavior of final consumers individual and households that buy goods and services for personal consumption.
Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. A type of market segmentation based on differences in the consumption behavior of different groups of consumers, taking into account their lifestyles, patterns of buying and using, patterns of spending money and time, and similar factors one of the five common segmentation strategies, its objective is to define specific niches that require custom tailored promotion. Segmenting consumer markets: notes on behavioral and psychographic segmentation a company can segment a market in many ways segmentation variables are the criteria that a company uses to segment its market the criteria that a company chooses should be good predictors of differences in customer.