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Market Segmentation Project

INTRODUCTION

The purpose of this project is to give the student an opportunity to practice their market segmentation skills. Consumers come into the market with their own unique set of preferences and resources. However, from the perspective of both the researcher and marketer there are sufficient similarities between individual consumers to warrant grouping them into "segments." These similarities are not restricted to their demographic characteristics alone, they may include motivations, values, lifestyles, the way in which consumers use products, their spending patterns, purchase behavior, and so on. The definition of a consumer market segment is "a relatively homogenous group of individuals whose motivations, product needs, and purchase behaviors, are similar."

GOAL OF THE PROJECT

The goal of the project is to provide a market segmentation framework for a specific product market. The framework must include:

Identifying and naming TWO......

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Approximate Word Count: 1148
Approximate Pages: 5 (250 words per double-spaced page)

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