Consumers form product judgments regarding brand choices largely on a conscious and rational basis. Consumer is trying to satisfy some need and is looking for…

The buyer’s satisfaction is a function of the closeness between the buyer’s product expectations and the product’s perceived performance falls short of customer expectation, the…

In the evaluation steps the consumer forms preferences among the brands. The consumer may also forms a purchase intention to buy the most preferred brand….

The aim of marketing is to meet and satisfy target customer’s needs and wants. The field of consumer behaviour studies how individuals, groups and organizations…

Geographic Segmentation calls for diving the market into different geographical units such as nations, states, regions, cities, etc. The company can decide to operate in…

Demographic Segmentation consists of diving the market into groups on the basis of demographic variables such as age, sex, family size, family life cycle, income…

In psychographic segmentation, buyers are divided into different groups on the basis of social class, lifestyle, and /or personality characteristics. People within the same demographic…

In behavioural segmentations buyers are divided into groups on the basis of occasions benefits, loyalty states, attitude towards products etc. A powerful form of segmentation…

To be maximally useful, market segments must exhibit four characteristics: Measurability:- The degree to which the size and purchasing power of the segments can be…

In target marketing, the seller distinguishes the major market segments, targets on or more of these segments and develop products and marketing programs tailored to…