Marketing segmentation variables essays

The characteristics used in segmenting relate to your segmentation strategy or approach. Within your chosen strategy, certain variables contribute to the development of specific segments of customers with similar qualities. Demographics Demographics segmentation is a common strategy where you identify market segments based on shared demographic or personality qualities. Specific characteristics often used in demographics segmentation include age, gender, race, marital status, income, education and occupation.

Marketing segmentation variables essays

If the second one, he will choose B, because it has the best quality. Now, it's time to build a measure of "overall quality". A fairly general approach is to use a linear combination of the scores in each feature, weighted according the relative importances for the consumer of the feature itself [ 4 ].

Apart from these minor details, the three rules for judging "which one to buy" not only bear resemblance to real consumers' criteria but also may give rise to particularly interesting connections with income distribution.

Indeed, we could try to establish a correspondence between income classes and rules of behaviour - at least in probability terms. The poor Marketing segmentation variables essays more than proportionally consumer of the first type, looking for the cheapest good.

The rich tend to be of the second type, buying the best good they can afford. The middle class tends to be of the third type, looking for value-for-money. It seems plausible and empirically testable. In particular, there is already evidence suggesting that the poor tend to attribute much more weight to price than the rich do e.

This has led further authors to base their models on such hypothesis. In this way, Marketing segmentation variables essays simulated population of consumers will be characterised by the income distribution, the rule distribution, and their correlation.

This sets the stage for competing firms with their own products, strategies, and target consumers. Consumers have differentiated rules and tastes, thus producers will be faced by a quality-dependent demand curve. Again, since the single consumer is using a rule implying a dis-equation more than A category of goods can thus display a wide permanent price spectrum, with no automatic force to level down all prices to the lowest.

This is in accordance with aboundant empirical evidence, such as this. You can test this statement by playing "Race to market" and reflect on many arising issues. For instance, which kind of society will appreciate quality the most?

Marketing segmentation variables essays

Where product and process innovation will be most rewarded? Try to find out your own answer. For other rules, keeping into account consumer needs and cumulative bundlesee this paper of ours, with particular reference to these 6 new possible rules. For an independent empirical market analysis connecting income distribution and a vertical segmentation see this beer study for Vietnam.

In what said, the choice was framed in an alternative which one to buyleading to the purchase of one. However there are consumers that to this question would answer: We shall see in what follows how to cope with this case.

How many units to buy: If you want a car, you buy one car, not 1. They can't be irrational quantities.

If your family wants some milk, you'll buy two or three cartons, not the square rood of three. If you go to the butcher to buy a piece of meat, he will weigh it and round any result to the nearest 10 grams: Neoclassical assumption of infinitely divisible goods and services is rejected by economic life itself.

The choice about the quantity to buy is, then, a discrete choice. One, two, three, four In many cases, the only meaningful quantity is one - as in the one-off purchases mostly durable goods.

But in other situation, there may be the meanigfulness of duplication several identical itemsusually in connection to non-durable goods. In the latter case, which rules has the consumer for choosing quantities? But an easiest one that we propose, in line with previous developments, is the following: The neoclassical assumption of decreasing marginal utility would imply a falling reserve price for each unit.

In our setting, the consumer chooses purchases with no explicit link to consumption utility, which might well depend on completely different factors emerging in the moment of consumption e. We do not need to impose any particular relationship among the reserve price of the first unit and the reserve price of the others.

Indeed, if the second unit has a higher reserve price than the first, an actual price between the two will result in no units bought, not in a "second unit" purchased with a "first" unaffordable.Consumer behavior is the study of how people make decisions about what they buy, want, need, or act in regards to a product, service, or company.

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market segmentation Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs (and/or common desires) as well as common applications for the relevant goods and services.

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Advances in Consumer Research Volume 5, Pages A FUNCTIONAL APPROACH TO CONSUMER ATTITUDE RESEARCH. Richard J. Lutz, University of California, Los Angeles [Associate Professor of Marketing, UCLA.

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Marketing segmentation variables essays
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