Consumer Segmentation Process Case Study Example | Topics and Well Written Essays - 1250 words

Consumer breakdown Process - Case Study guinea pigIt has changed the nature of health c ar. The marketing technique riding habitd by this brand can be called as customized branding.It is a process to accommodate the brand according to the needs of to particular(prenominal) individuals for particular purposes. The market Segmentation plays grand role during this process. For instance in the case of NHF Tick products it helps to understand and identify a particular separate of customers for defining the needs of customers and also for evolving guidelines to find the required product. The segmentation process also used instrumentally for maturation and communicating the customized brand proposal.Market segmentation is the method of separating the market segments into specific categories. Different sort outs of consumers need several(predicate) types of products. They should be accessed by using specific strategies. By using target marketing method development sales and evolvin g marketing strategies. Product positioning is used by companies to offer specific products to specific group of people.Purpose of market segmentation can be achieved with the help of various methodologies. The main segmentation variables for consumer markets see upon geography, demography, psychology and behavior of consumers. These variables are used in conjunction with market requirements. Marketing experts think that they are in a better position to know market segments where requirements of consumers are not fully met. Managers should use different segmentation variables in association to target markets precisely. Geographic VariableThe geographicalal association of consumers plays an important role in market segmentation process. Research reports show that preferences of vary from village dwellers to city inhabitants.thither is quite noticeable difference in the purchasing power of these categories of the consumers. Moreover these preference vary from growth regions to dev eloped regions. As far as Australia is concerned the consumer preferences are quite different in city centers as compared to rural consumers. It would be interesting to know that major city dwellers are more habituated to heart diseases because of their busy lives and also because of fast food culture. Whereas in rural areas, people are twisting in physical activities on greater scale. So there is less chance of heart diseases. accordingly they would pay less attention to NHF recommended products.So it can be concluded that companies would have to target specific regions. (Michman, 1991, p. 27)Demographic VariableAnalyses of polls and survey results show that age play an important role in market segmentation process with special reference to NHF recommended products. Heart diseases and other similar symptoms are plausibly to develop in people of high age group. So it would be appropriate to target the groups of elder age people who may feel interest in Tick products. The age fa ctor is also associated with geographic variables as well. Companies can target those thickly populated areas where aged people are dwelling high proportion who are more prone to heart and high cholesterol related diseases. Consumers can be further