MARKET SEGMENTS: Convenience driven consumers These are consumers that are looking to simplify the purchase, or its process, and are primarily seeking the benefit of convenience. Budget conscious shoppers These consumers may make their purchase decision based on the lowest price, or select the product that represents the best value for money. Focus on quality This is a segment of consumers who are interested in higher quality products and services. Many consumers in this segment believe that buying higher quality represents better value over time. Discussion Questions 1. Choose two different market segments from the above list and descriptions. You should also select a market or a product category for this exercise. 2. Discuss both consumer segments and how the consumers probably make purchase decisions in the market/product that you have also chosen.
MARKET SEGMENTS:
Convenience driven consumers These are consumers that are looking to simplify the purchase, or its process, and are primarily seeking the benefit of convenience.
Budget conscious shoppers These consumers may make their purchase decision based on the lowest price, or select the product that represents the best value for money.
Focus on quality This is a segment of consumers who are interested in higher quality products and services. Many consumers in this segment believe that buying higher quality represents better value over time.
Discussion Questions
1. Choose two different market segments from the above list and descriptions. You should also select a market or a product category for this exercise.
2. Discuss both consumer segments and how the consumers probably make purchase decisions in the market/product that you have also chosen.
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