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Marketing Research
- Customer satisfaction study
- Package test
- Price studies
- Segmentation, lifestyle
- Positioning, brand image
- Product test
- Advertising concept test
- Study of the Effectiveness of an Advertising Campaign
- Price and Distribution Check
- Tracking study
- Mystery Shopping
- Evaluating the effectiveness of RM programs
- Usage and Attitude ( U & A) Studies
- Product Concept Test
Bashkirova & Partners » Solutions » Marketing Research » Segmentation, lifestyle
Segmentation, lifestyle
The basic purposes for segmentation of consumers are to determine:
- Market niches
- Strategies of consumer choice
- Target groups
1. Segmentation by social-demographic and psychographic parameters, e.g.:
- Social classes
- Consumption and lifestyle
- Psychological types
2. Segmentation by consumer behavior, e.g.:
- Innovators
- Moderate innovators
- Traditionalists
- Conservatives
3. Consumption segments:
- Heavy users
- Medium users
- Light Users
- Rejecters
- Non users
4. Segmentation by needs. The basic tasks are to determine:
- Market needs, which will become the most and the least important
- New needs and values, which may appear on the market
- Market segments and user’s requirements and expectations
- Consumers' lifestyles
- Current positioning of the brands and ways to strengthen it
- Opportunities to launch a new brand