Consumer Behavior Bachelor Essay Example | Topics and Well Written Essays - 3500 words

Consumer Behavior unmarried man - Essay ExampleThis product-centric view of market segments has been long discarded as being inadequate for rattling logical and plausible reasons. For any given product or service, there are usually at least four or five different segments of prospective customers that may utilize that product to make for a particular problem or satisfy a specific need. Each one of these segments give have different needs and values. But companies with a product-centric view cannot even sight these differences not to coming the issue of comprehending them and using them to advantage in their marketing plans. They end up treating the various customers segments with a one-size-fits-all, generic wine solution. This fixated view is virtually a chink in the armor which competitors are waiting to pounce upon. In fact such an approach works to leave entry gates to the various segments wide up to(p) to the competitor. The competitor quietly enters in, reads the consume r needs and behavior and positions his products attri andes and qualities with requisite differentiation to make up a just about relevant product bundle to the most valuable segment and skim it happily. Therefore it is a prudent marketing stance to examine in depth not only ones own products and services but also the market of users for such products and services. ... Market Segmentation We have always stayed with a short notice of brands as a strategic focus. Some critical buyer behavior shifts, however, have defined virgin segments. Newer needs have emerged which help consumers acquire and reinforce newer images. Our products have to transform to address these needs. First our pooprs had move health conscious primarily as a result of robust state funded and persistent crowd against smoking highlighting its hazards. The macho image of Marlboro man was overcast by dark health sentiency clouds. Then there was a distinct movement towards several other light consumer goods the c onsumption of which defined an just new segment of consumers movement was fuelled by both factors viz.health consciousness as well as to be a part of this new sophisticated light segment. We found that this movement was particularly strong among the young, educated urban dweller in the developed world. This was a fairly strong external stimuli driving consumers to Lights. This was immediately restrict as the Marlboro Lights target group. We further discovered that this breed of consumer ate low fat spread, drank light beers, utilise ozone friendly deodorant, drove a lead free car and had a distinct preference to smoke Marlboro Lights. To many smokers around the world, Marlboro Lights presented a product image of a definitive light cigarette. It was serving both internal consumer ambitions viz to be identified as a Macho Man without hurting health or being Macho in a clinical manner. Marlboro Light was a big success with this segment cutting off across demographic lines. Soon a gap was perceived by us when we found