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

Consumer Behavior Bachelor - Essay ExampleThis product-centric view of market segments has been big discarded as being inadequate for very 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 solve a particular problem or converge a specific need. Each one of these segments will have different needs and values. But companies with a product-centric view cannot even sight these differences not to border on 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 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 scatter to the competitor. The competitor quietly enters in, reads the consumer needs and behavi or and positions his products attri besideses and qualities with requisite differentiation to make up a most relevant product bundle to the most rich 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 menu of brands as a strategic focus. Some vital buyer behavior shifts, however, have defined new segments. Newer needs have emerged which help consumers acquire and reinforce newer images. Our products have to transform to address these needs. First our smokers had sullen health conscious primarily as a result of robust state funded and persistent campaign against smoking highlighting its hazards. The macho image of Marlboro objet dart was overcast by dark health awareness clouds. Then there was a distinct movement towards several other light consumer goods the consumption of which de fined an all told 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 institute 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 straighten outs. This was immediately fixed as the Marlboro Lights target group. We further discovered that this breed of consumer ate low fat spread, drank light beers, used ozone friendly deodorant, drove a lead eject 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 cardinal 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 across demographic lines. Soon a gap was p erceived by us when we found