Question

describe the elements of consumer segmentation, positioning profile, and consumer insights. In addition, describe the relationship between consumer segmentation, positioning, and consumer insights

Answer 1

Consumer segmentation is nothing but the practice of segregating the customer base iconsumers in the groups of individuals which are similar in their preferences and these specific ways are relevant for marketing. Examples of such segregation are based on age, gender, spending habits, etc.

In a positioning profile, we identify how to 'position' our product so that the customers desire it the most. This is arrived at what consumers identify most with. For example, a detergent powder may be positioned as detergent and fragrance providing agent. A soap like Dove positions itself as fighting for women rights by mentioning that skin tone is beautiful.

Consumer Insights: These are interpretation of existitng and ongoing trends in the markets.They aim to improve the effectiveness of a given product.

For a product, a firm may segment its consumers and choose target group. According to this group, it positions its product and then take insights from them to improve effectiveness of their product.