Market Segmentation and Buyer Behavior Presentation

timer Asked: Dec 28th, 2018
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Question description

Create a 12- to 15-slide Microsoft® PowerPoint® presentation with speaker notes on trends in the consumer buying environment, and explain how these tie into the marketing segmentation by consumer groups. (speaker notes should not duplicate what is written in the slides. The speaker notes should be written in the format of the paper with in-text citations) and on the reference page of the slides.

Describe the consumer trends that are influencing purchasing patterns, and provide an overview of the different consumer groups (market segments).

Choose two of the companies from the list below.

  • Sara Lee Desserts
  • Skeeter Boats

Examine each company's website to determine what segmentation strategy the firm uses.

Answer the following questions, and provide explanations for your responses:

  • Who is the intended target market for the website?
  • What communications objectives do you think the company is trying to accomplish?
  • What product-positioning strategy is being used?

Format your presentation consistent with APA guidelines.

Tutor Answer

School: University of Virginia


Market Segmentation and Buyer
Behavior Presentation
Student Name:
Institution Name:

 In today's contemporary world businesses keep the flow of money and goods on constant mode
allowing demand to be met by consumers.
 Consumers have to buy products to keep the flow. To asses, the extent at which consumers buy

products consumer behavior is a term commonly used to represent this phenomenon.
 Consumer behavior is defined as a buying behavior that totals up the characters of consumers ranging
from attitude, decisions, and preference.

 Market segmentation of the other hand is the process of dividing up a given market into groups that
are called segments based on different properties.

Trends in consumer buying environment
 Consumers are on a constant basis involved in the purchase of products. However, there are a few
trends that influence their decision to buy these products.
 The first trend in consumer buying environment is age complexity Every individual will purchase a

product based on the age appeal of the product. For instance, it is proven that older individuals prefer
natural oil additives that deodorant or clone to smell good.
 The young generation will buy in bulk some of the latest deodorant and clones to feel good. It is
undeniable that there are products that the old and young can not share due to age preferences in the
market. Hence this is tied to the demographic segmentation of the market, and most business will
conform to a given age group to sell their products in the market (Kretzer, 2012).
 The clothing industry is amongst the primary uses of this form of segmentation as they will

manufacture their products based on age complexity

Trends in consumer buying environment
 Another trend is the gender complexity which in this case deals with the classification of gender in the
purchase of products.
 There exist some companies that will conform to a specific gender while making their products. A

person will buy a given product based on the gender attached to it.
 Thee exist some soap products that are feminine hence most male consumers will shy away from
buying them. The simple fact that most products have a specific ...

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