Market Research Propalsal
Marketing Research Proposal
Organization: The Beerenberg farm
1. Identify the target customer and discuss the market segmentation of the organization.
Market segmentation is dividing a market into direct groups of consumers who might separate products requirements or marketing mixes, the process of classifying customers into groups with different need and requirement. (Kotler et al 2010, p.264). In this proposal, the market segmentation will be discussed from three aspects, which are demographic, behaviours and psychographic.
In this section, four elements of demographic segmentation will be briefly discussed. The age group, life style, gender and income level. In terms of the products is focusing on the quality and the manufactory process when they advertised, which ensure all made from fresh and high quality materials, the organization is more likely segmented on the customers who will pay more attention on the quality of life and the customers which tends to be family type customers, most likely female customers, and the housewives. Meanwhile, since the organization has variety of products and they have the higher price than other brands in the market, thus, the age group could be people over 30 years old and has a medium to high income level.
From the behaviour point of view, basically it is dividing the market into different groups by customers’ purchase occasion, benefit sought, user status, usage rate, and loyalty status and consumer buyer behaviour. (Kotler et al 2010, p266). In this proposal, the customers who purchase the products are tend to be focusing on the quality of the products, the taste of the food and also the quality of their life style.
For the psychological segmentation, it is involved the life style, social class and personality, which is similar to the demographic strategies as the proposal mentioned above. 2. Discuss why the customers choose this brand.
It is crucial for the organization know why customers choose
Organization: The Beerenberg farm
1. Identify the target customer and discuss the market segmentation of the organization.
Market segmentation is dividing a market into direct groups of consumers who might separate products requirements or marketing mixes, the process of classifying customers into groups with different need and requirement. (Kotler et al 2010, p.264). In this proposal, the market segmentation will be discussed from three aspects, which are demographic, behaviours and psychographic.
In this section, four elements of demographic segmentation will be briefly discussed. The age group, life style, gender and income level. In terms of the products is focusing on the quality and the manufactory process when they advertised, which ensure all made from fresh and high quality materials, the organization is more likely segmented on the customers who will pay more attention on the quality of life and the customers which tends to be family type customers, most likely female customers, and the housewives. Meanwhile, since the organization has variety of products and they have the higher price than other brands in the market, thus, the age group could be people over 30 years old and has a medium to high income level.
From the behaviour point of view, basically it is dividing the market into different groups by customers’ purchase occasion, benefit sought, user status, usage rate, and loyalty status and consumer buyer behaviour. (Kotler et al 2010, p266). In this proposal, the customers who purchase the products are tend to be focusing on the quality of the products, the taste of the food and also the quality of their life style.
For the psychological segmentation, it is involved the life style, social class and personality, which is similar to the demographic strategies as the proposal mentioned above. 2. Discuss why the customers choose this brand.
It is crucial for the organization know why customers choose
References: Alizon, Fabrice; Shooter, Steven; Simpson, Timothy. 2009, Assessing and improving commonality and diversity within a product family, Research in Engineering Design, Vol. 20 Issue 4, p241-253 Australian Stockists&Retailers, Beerenberg farm 2012,last viewed 3rd.April 2012<http://www.beerenberg.com.au/go/where-to-buy/retail-products> East, Wright, Vanhuele 2011, Consumer Behaviour, Applications in Marketing, SAGE,London Kotler, Brown, Burton, Deans, Armstrong 2010, Marketing, 8th edn, Pearson Australia Zikmund, , Ward, S, Lowe, B, Winzar, H and Babin B 2011,Marketing Research,Second Asia Pacific Edition ,Cengage Learning Australia