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- What is segmentation bases (variables)?Highlight with examples why a researcher would use Behavioral and Psychographic segmentation for a preferred market?Behavioural segmentation is the process of grouping customers according to their behaviour when makingpurchasing decisions. Report on ANY FIVE (5) characteristics of behavioural segmentation.
- Identify the key segments of relevance for the brand using all segmentation approaches. Justify the segments that you would target. Determine the positioning strategy for the brand for selected target segments and using the 7Ps framework and a model of your choice, make 2 recommendations for the brand. Explain your thinking via the use of the model.Focused or Concentrated as well as, Differentiated and Undifferentiated are not among the alternative market segmentation strategies. Select one: True FalseWhat are the different variables in market segmentation is used by Kenny Rogers Roasters?
- Life-stage segmentation doesn't provides a powerful marketing tool for marketers in all industries to better find, understand and engage consumers Select one: True FalseTo identify smaller, better defined target groups, marketers often use multiple segmentation bases. * True O FalseBehavioural segmentation is the process of grouping customers according to their behaviour when making purchasing decisions. Elaborate on the following: Report on ANY FIVE (5) characteristics of behavioural segmentation. Discuss in detail the importance of behavioural segmentation to any business in general.
- We have decided to open our own business called ABC Headphones. Customers to target: Demographic: Age – mainly young people, people between the age groups 12 – 50 years. Income – Middle class and upper class Gender – Both male and female Geographic: Urban areas Behavioural and Psychographic: Technology-savvy, professionals, student and who live an active lifestyle. 2) Consider the customers you chose to target, select 2 behavioral segmentation variables applicable to your product (ABC headphones).Explain your choice 3) Select a targeting strategy most suitable for your product idea. Explain your choice.Does the product or brand perform better than the alternatives on the key set of evaluative criteria used by this segment?Luca, a customer who buys Coca Cola during lunchtime everyday is a target for companies selling carbonated drinks because of his repeated consumption of the product. This information is essential when dividing the market through what kind of segmentation?Consumption segmentationDemographic segmentationGeodemographic segmentationBehavioral segmentationGeographic segmentationPsychographic segmentation