The paper "A Consumer Segment in New Zealand That Could Be Interested in Standard Eco-Shack" is a great example of a Marketing Case Study. An understanding of the geographical segmentation is critical considerations for a housing company. This is because; a specific group of people is inclined to live in a specific location, cities, and regions through social influences. The manner of work and desired living conditions informs the geographical segmentation. For instance, most middle-class customers demand houses that are related to their social category and other significant subcategories.
Precisely, the level of income, education, and social networks promote this trend. This makes geographical characteristics is measurable and can easily be accessible for marketing as well as strategically building the houses as per consumers demand (Steenkamp et al 2002). With such an understanding, New Zealand's middle class lives mainly in lower parts of towns and along highways (Ma & Cartier 2003). Considering the structural feature of Urban Echo Shack, it is recommendable for these areas due to its ability to fit under the rule of 10 square meters. As of regard to the behavioristic basis, the potential buyers are segmented on the basis of behavior towards the products.
Behavior segmentation groups buyers based on their response to the product, attitudes, attitudes and uses. Athanassopoulos, 2000 argues that behavioral variables make the best starting point to base market segments. According to Ma and Cartier, 2003 middle-class people in New Zealand have a good taste of new products and exhibit luxurious preferences. Urban Eco-Shack is designed with a smoke alarm, wool carpet, phone data connection, wool insulation which is above minimum among other features. For that reason, Urban Echo-Shack well fit in this class level.
Generally, this structure`s modular form allows buyers to request for specific individual modifications. Considering demographic segmentation, it forms the most common basis used in segmenting consumer markets. Echo Shack needs to adequately involve this segmentation it is largely used as they are easy to measure and strongly correlated to demand. This type of market segmentation is largely associated with age, life-cycle, gender, income, family, and education (Athanassopoulos 2000). In New Zealand, the middle class are generally educated, have access to cars, and are employed in white-collar jobs. Moreover, expansion of tax breaks for those working for families, means-tested superannuation elimination, healthcare subsidies, students loans that interest-free (Ma & Cartier 2003).
From this perspective, majority of members of the New Zealand`s middle class are well able to afford Urban Shack product. Athletic and Doorne, 2002 also observe that the middle class in New Zealand has small family sizes, making it easy to accommodate them in smaller homes. Therefore, Urban Eco-Shack makes adequate for a smaller family. Finally, psychographic segmentation divides potential buyers based on lifestyle, personality characteristics, and social class.
This type of segmentation helps marketers and businesses to understand attributes related to people's behaviors, feelings and thinks (Athanassopoulos 2000). The middle-class people in New Zealand are termed “ the lifestylers” . They love to stay in modern houses (Ateljevic & Doorne 2002), which is readily available from modernized Urban Eco-Shack. Some middle-class members also prefer renting houses (Ma & Cartier 2003) a benefit that Echo Shack is ready to offer.
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