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The main questions concerning market identification are provided in the opening quote of Rudyard Kipling-who buys whatwhere how and whyRegarding the main questions David Tonks mentioned that market can be identified by using a mix of variables which can be grouped into two categories general and behaviour 19953Table1 shows the different types of general and behavior variablesThe tremgeneral is used for those variables which define and describe the customers but which do not identify in a direct way acts of purchase acquistion or consumptionThey thus answer the question whoFor instance TV region is a general variable which may or may not be associated with some aspects of buyingowning or Behaviour variables answer the left question- what do people buy and wherewhenhow and why do they buy itFor instanceusage rate for a particular brand is a behaviour variable since it concerns a particular characteristic of consumptionRegarding that market can be identified by using a mix of variablesThere are 3 keys to identify market1which behaviour variabless can be used 2which general variables can be used 3which mix of behaviour and general variables can be used1Which behaviour variables can be usedA first level scan of a market to identify suitable variables should create the form of a list to establish all significant possibilitiesIm most casesthe following will be the most usefulDavid Tonks1995 -What particular benefits or needs do they expext from the productHow is the product perceived and what are the attidudes towards the productWhat do they prefer and how do they choose between brandsAre they non-users medium users heavy usersAre they solus users in that they only buy one brandAre they current users former users non-users potential users regular users first time usersAre the buyers of interest as well as the usersWhat degree of brand loyalty do they displayIs it strongmediumweakHow do they resond to the various marketing influencesAre they susceptibly to price or to advertisingIs it an impulse or considered purchaseIs the context social or businessWhat
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