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Theories of consumer behaviour

Market segmentation is the process of identifying different market groups with characteristics and delivering products to these groups depending on these characteristics. Market segmentation helps marketers to deliver products according to specific needs of all consumer groups. Consumers have different needs depending on their income levels, culture, political systems, religion, geographic location and other features that can be used to distinguish them. Delivering products by use of the same approach may fail because consumer groups have different needs and they require these needs satisfied in a unique manner. A company that segments its market offers the same product to different consumer groups using different strategies to ensure that the needs of all the consumers are satisfied (Sandhusen, 2000). An example of market segmentation is a case of Toyota Company. The company has segmented its market depending on the income groups and regional location of all consumer groups. The company manufactures automobile products and markets these products are marketed to customers depending on their income capacity.
Market targeting is the process of identifying specific markets to sell products. It involves identifying the characteristics of the various markets and all consumer groups. Marketers then manufacture products which are focused on the specific needs of the consumer groups (Sandhusen, 2000). An example of market targeting is evident in the activities of Apple Inc. The company manufactures computer hardware and software products. In the recent past the company has started to manufacture electronics to venture into market segments with different needs. The company has realized that the young generation requires unique products and this can only be achieved by delivering products which target this group of customers. Apple Inc has introduced the iPod, iMovie among other products targeting the young generation.
Positioning is the process of delivering products to the right consumer groups at the right time in the right manner. Companies position their products in the market to ensure that the consumers can get access to the products more easily. To improve the performance of a company in the market, the products should be positioned in a peculiar way to ensure that customers are not attracted by products from competitors. In a competitive market all companies aim at getting a strategic market position to ensure their products attract as many customers as possible (Sandhusen, 2000). An example of market positioning is experienced by the holiday and leisure products. Such products are located near leisure zones and they are mostly marketed during holiday seasons. Another example is the automobile industry; companies in the industry have made a lot of effort to ensure that they position their products in a unique manner.
Marketing strategies
Marketing strategies are the various policies that companies use to deliver their products to the consumers to ensure they fulfill the demand for their products. Companies have strategies that are established to promote the marketing process and to improve the performance and competitiveness of a company in the market. Strategies provide a guideline for the marketers to use when implementing their objectives and provide a good foundation for improving the competitiveness of a company in the market (Sandhusen, 2000). An example of a marketing strategy is a policy that is created by Apple Inc to apply online marketing. This strategy was applied to increase the sales of the company by targeting more consumer groups and improving the procedures of marketing the products of the company.

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