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segmentation with repect to consumer behaviour

segmentation with repect to consumer behaviour



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Published by deviless87
segmentation with repect to consumer behaviour
segmentation with repect to consumer behaviour

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Categories:Types, School Work
Published by: deviless87 on May 24, 2010
Copyright:Attribution Non-commercial


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Segmentation withrespect to consumerbehavior
Segmentation & ConsumerBehavior
Segmentation defined:
Dividing a large, heterogeneous market intomore homogenous groups of people who havesimilar interests or desires, have similardemographic characteristics or profiles orbehave in similar fashion
Consumer Behaviour defined:
Consumer Behavior
Involves the processby which people determine whether, what,when, where, how, from whom, and howoften to purchase goods and services.
Segmentation involves finding out whatkinds of consumers with different needsexist. In the auto market, for example,some consumers demand speed andperformance, while others are much moreconcerned about roominess and safety. Ingeneral, it holds true that “You can’t be allthings to all people,” and experience hasdemonstrated that firms that specialize inmeeting the needs of one group of consumers over another tend to be moreprofitable.

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