Market Researches
Consumer Profile¡ªSegmentation
- Segmentation can
help to evaluate the value of consumers¡¯ information:
-Evaluation of each program can be affected by a small group of consumers. It is necessary to highlight this group; but if the group size is too small, information inferred from the mean is (right figure) not accurate.
-When some consumers get to know and use a certain product, they have high expectation on it at the beginning, thus there will be a large gap between their expectation and product performance. Yet with their richer experiences and more awareness of the product, they will give better evaluation gradually; therefore, group 1¡¯s evaluation should be paid more attention to. - Re-target consumer
groups:
Segment consumer groups, analyze and evaluate whether positive consumer groups are initial target consumer groups. If that is the case, strategies being applied are successful; otherwise, there might be a somewhat remarkable asymmetry, and necessary to restudy consumer profile, to reset marketing and promotion strategies, so as to discover market potentials.
Satisfaction of different groups*
Case£ºSegmentation Based on Product Preference
Discussion 1£ºAfter PD, we found that consumers could be divided into to groups based on their age (had passed statistical test)(Figure 1):
- Group 1£ºConsumers below 17 or above 35 had low satisfaction;
- Group 2£ºConsumers above 18 but below 34 had high satisfaction.
Fig 1: Age segmentation
