Essays on Occasional Segmentation and Benefit Segmentation Assignment

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The paper "Occasional Segmentation and Benefit Segmentation" is a great example of a marketing assignment.   Occasional segmentation and benefit segmentation are two concepts applied in market segmentation. Market segmentation is the process of diving markets into segments that have one or more characteristics. A single market segment is different from the others and has unique characteristics that are homogeneous within it. Occasional segmentation is, therefore, the process of dividing the market into segments based on occasions during which the buyers develop the idea of buying some products or using the purchased products.

Some products are considered for use on certain occasions. This limits the markets of such products during the time of those occasions. For example, cereals have been used for breakfast and are therefore marketed as breakfast foods in many countries. They have therefore been widely used on the occasion of waking up (Tutor2u 2010). On the other hand, benefit segmentation is the process of dividing a market based on the different types of benefits that are being sought by the consumers from a particular product. This considers the attitude of customers towards a particular product.

In benefit segmentation, the sellers must try to find out the benefits that consumers look for in certain products. Some products may have other benefits from the obvious ones. For example, when buying soaps, consumers may consider other benefits such as medicinal, cleanings, economical and smell (Schiffman, 2007). b). A customer profile is the description of various aspects of a customer including his needs and wants. It defines what a customer is in terms of the products available in the market and his preferences. The customer profile of goods such as women dresses includes young working women mainly from the urban areas.

In many cases, rural women do not frequently but clothes since most of them remain indoors or engage in informal jobs. Preferences for women's dresses change with time. Women like following what is on fashion and also the weather conditions. During the cold season, women may shop for long dresses, made of heavy materials. But during the hot season, women prefer light material dresses, which are short in length and has short sleeves.

With the young women as the target market, analysis is required on the design that fits their preferences at that particular moment. The geographical location of the women also influences their preference since it has an impact on the climate. Women from the tropics may mostly require the light material dresses; the type of job done by women also determines the form of dresses they buy. That informal employment may require official dresses while those in the informal sector may not consider official dresses very much. Task 2. The most important factor in segmenting a market is to find distinct characteristics that give a business its marketing limits.

This is very important to businesses that have a specific target market. Market segmentation, therefore, requires consideration of the following variables: Geographical market segmentation: This is where a market is segmented based on various aspects of their region. These include the region itself, the climate, and the characteristics of the population in the region. In considering the region, one considers the continent, the country or the state of the target market. This is important because people in various countries or continents have different needs.

The size of that region is also important for wider market coverage. Population density is also another important factor in geographical market segmentation. The climate also influences the market needs of people. People from a particular climatic region may have particular needs that are promoted by the climatic conditions (Kotabe, 2005).

Bibliography

Webb, K., 2005), Consumer Behaviour, McGraw-Hill , New York.

Blackwell, R., D'Souza, Taghian, Miniard, & Engel, 2006, Consumer Behaviour: An Asia Pacific Approach, Thomson, Cengege, Austria.

Poulos, M., 2007, Buyer Behaviour implications for marketing 2nd Ed, Pearson Education, Meulborne.

Schiffman, L., et al, 2007, Consumer Behaviour, 4e, Pearson Education, Meulborne.

Kotabe, et al; 2005, International Marketing - An Asia Pacific Focus, Wiley, London.

Perner, L., 2010, Consumer Behaviour: The Psychology of Marketing. Retrived on 21st October, 2010 from

Tutor2u, 2010, Market S egmentaion retrieved on 21st October, 2010 from http://www.tutor2u.net/marketing/default.html

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