Strategic Marketing: Planning and Control, Third Edition

family purchasing behaviour?’ Individuals from the same household may be in two completely different social classes. ● The varie ...

This approach relies on information that is gathered in census returns. In the UK the census information on family size, househo ...

areas are heavily concentrated in London. Outside London these neighbour- hoods are found in such places as Edinburgh, St Albans ...

However identifying consumer behaviour rather than their personal attributes can be a more effective way of identifying market s ...

The advantage of benefit segmentation is that it is a market-orientated approach, which by seeking to identify consumers’ needs ...

that the heavy users of this product were professional household painters and decorators. In fact the reason this group were hea ...

groupings. Psychographics is a more recent approach that attempts to iden- tify segments based on lifestyle characteristics, att ...

as they tend to be trend-setters. This group is also the fastest growing group in western societies. ● Very few individuals reac ...

Weaknesses with psychographical models are that they currently tend to reflect a western social hierarchy and culture. As a resu ...

■ Organisational/industrial segmentation techniques So far this chapter has concentrated on segmentation of consumer markets. Ob ...

4 Influencer: Does not directly make the product or supplier choice but has a major impact on the decisions made. In this case a ...

Political pressures also build up in the DMU because individuals look for different attributes from a particular product. This i ...

This demonstrates that organisational buying decisions that are more complex than general consumer buyer behaviour. Frameworks h ...

Segmentation 77 Environment Physical Technological Economic These influences are exerted throughsuppliers, customers, government ...

78 Strategic Marketing: Planning and Control Task Influences (related directly Non-task influences (extends to the buying proble ...

Segmentation 79 Factors determining the number of individuals involved Type of product purchase Expected product risk Product ti ...

The second set of factors that influence the buying process are related to the organisation itself: ● The organisation’s orienta ...

● Financial problems ● Production breakdown ● Changes in corporate taxation These two models illustrate the complexity of the bu ...

82 Strategic Marketing: Planning and Control Variables Examples Macro Segmentation Size of organisation Large, medium or small ...

Segmentation 83 A more systematic method to organisational market segmentation has been developed called the nested approach. Th ...