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1. Market Segmentation & Consumer Behavior Research Prepared by MR-70 Begmatov Muhammadmuso Understanding the Market and the Mind of the Consumer

2. I ntroduction Market segmentation and consumer behavior are two central concepts in marketing research. Together, they help businesses identify target customers and understand why they buy. Purpose: To create products and marketing strategies that match customer needs and behaviors . “ the aim of Marketing is to know and understand the customer so well the product or service fits them and sells itself ” Peter F. Drucker

3. What is Market Segmentation? Definition: The process of dividing a broad market into smaller groups of consumers with similar needs, characteristics, or behaviors . Helps marketers focus resources effectively. Example: Coca-Cola markets Diet Coke, Coca-Cola Zero, and Classic Coke to different customer segments.

4. Types of Market Segmentation Demographic Segmentation: Age, gender, income, education, occupation Example: Luxury brands target high-income professionals. Geographic Segmentation: Location, climate, population density Example: Winter jackets sold more in northern regions. Psychographic Segmentation: Lifestyle, values, interests Example: Nike targets people with an active, achievement-oriented mindset . Behavioral Segmentation: Usage rate, loyalty, benefits sought Example: Airlines offer frequent flyer programs for loyal customers.

5. Importance of market segmentation Enables targeted marketing and efficient resource use. Improves customer satisfaction through tailored products. Enhances competitive advantage by meeting niche needs. Example: Apple targets premium consumers seeking innovation and design.

6. What is consumer behaviour Definition: The study of how individuals select, buy, use, and dispose of goods and services. It explores psychological, social, and cultural factors influencing decisions People don’t buy products for what they do, but for what they mean Clotaire Rapaille

7. Factors influencing consumer behavior Cultural Factors: Values, traditions, social norms 2 . Social Factors: Family, reference groups, social status 3 . Personal Factors: Age, occupation, lifestyle, income 4 . Psychological Factors: Motivation, perception, learning, attitude

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9. Importance of segmentation Definition: Systematic collection and analysis of data on consumer actions and motivations. Methods include: Surveys & Questionnaires Focus Groups Observation Experiments & Neuromarketing Consumer behaviour research If you can’t measure it, you can’t improve it Peter F. Drucker

10. Segmentation: Demographic: Youth, athletes Psychographic: People who value performance and empowerment Consumer Behavior Insight: Nike’s “Just Do It” campaign motivates consumers emotionally. Nike uses data analytics to predict trends and personalize experiences. Case study - Nike Marketing is no longer about the stuff that you make , but about the stories you tell - Seth Goden

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12. Conclusion Market segmentation and consumer behavior research are crucial for successful marketing strategies. They allow firms to understand who the customer is and why they buy. In today’s data-driven world, companies that understand consumer psychology gain a major advantage.

13. Thank you all The end