Question

1. Discuss the factors that marketing experts consider when choosing a target segmentation strategy?

2. What are the most likely types of buying behavior when buying a mobile phone?

Answer 1

Factors are involved :

1) STP method is used (segmentaion targeting and positioning)

2)research conduction is needed to know and defining the segmentaion parameters for different type costumer segmentaion.

3)to know about the potential of each segment choosen of costumer like their purchasing power ,their demand Etc.

4)developing product positioning according to segments of target audience or costumer by giving them benifit of products.

Buying behavior :1)Complex buying behavior:

it applied for purchase of costly mobile phone and includes a long search about products before investment in it.

2) Dissonance-reducing buying behavior. : it is for products which is widely available and high price involved. It also involved low option or choice to make decision about products.

:3)Habitual buying behavior.:this type of behavior involved for things which are normal and cheaper but use of daily routine and buyers also Dont have much knowledge about it and they influence easily by advertising ,social media and other about buying products.

4) variety seeking buying behavior. :buyer switch fir different products ,whenever they goes for buying because cost of switching from one to another brands is low.

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