By Matin Khan
Appropriate for college students pursuing classes in administration in universities and scholars in India, this paintings explains the basics of the themes and is illustrated with functional examples in Indian atmosphere.
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For a small company, concentrated marketing is a better bet. Counter Segmentation When a firm practices differentiated marketing strategy in different target markets, some segments tend to shrink, so that they do not have enough size and promise, and are not worthwhile to be worked upon separately. They are merged together or recombined for better handling. This is known as counter segmentation strategy. Lifestyle marketing is being used extensively these days for developing new products, positioning new products and, creating new product opportunity.
Integrated: These are fully matured people and constitute the best of outer and inner directed. These segments did not appeal to many marketeers and therefore, VALS 2 was introduced in 1989. This system has more of a psychological base than the original, which was more activity and interest based. VALS 2 is based on attitudes and values. It is measured by 42 statements with which the respondents state a degree of agreement and disagreement. It has identified three primary self orientations: Principle oriented: They are guided by their beliefs and principles.
People in South India have a certain style of consumption of food, clothing, savings, etc. This differs from the people in the North of India. Different cultures and habits are predominant in different parts of the world. Japanese have a different culture from that of USA, England or Arabian countries. Therefore, in consumer behaviour culture plays a very important part. Sub-cultural Influences Within a culture, there are many groups or segments of people with distinct customs, traditions and behaviour.
Consumer Behaviour and Advertising Management by Matin Khan