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1Introduction The identification of individuals with similar needs and requirements homogeneous will have significant implications for the determination of marketing strategy Jobber 2001 Marketers can achieve this identification by categorising these individuals into market segments and deciding of which segments to target Kotler 2003 Current trends in customer dynamics such as the individuals attitudes beliefs intentions motives perceptions etc CIM study text 2002 as well as ever-changing environmental factors may influence the variables of which the process of market segmentation is based on In appendix 1 we can observe the typical bases for segmentation of consumer markets and several indicated customers dynamics Moreover specific market research techniques and sources of data can facilitate the endeavours of gathering information which will allow Buffalo Games to make better more informed decision Baines Chansarkar 2002 Also the need of examining consumers attitudes towards board games and puzzles and how they can be changed or transferred into behaviours that is to buy our products has been proved to be important for businesses operating within the sector 2Main Body Demographic segmentation often used as the basis of market segmentation because the data are more easily measurable quantifiable accessible and cost effective while revealing trends relevant to marketers such as shifts in age CIM study text 2002 For example according to Mintels report for toys and games for UK on July 2003 the traditional toys and games sector is being affected by the trend of further falls in the birth rate from already low levels which will continue to reduce the size of the market available to manufacturers On the other hand socio-economic segmentation is based on variables which are special demographic characteristics that reflect an individuals social position or economic standing in society Zikmund dAmico 1999 Although personal disposable income clearly is not an overriding factor it does play its part in parents ability to purchase such products especially at Christmas Mintels report July 2003 Appendix 2 illustrates
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