Market Segmentation of Auto Refinish Customers

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The Auto Refinish Customers can be divided into 9 broader segments

A class collision repair body and paint shops, which is the 3S facility operated by car dealership across the country B class body and paint shops which is independent shops where painting will take place C class painters or Road side garages where the auto rickshaws and other vehicle get painted. Industrial customers.

Furniture, Panels, Craft and design stations.
Commercial transport customers.
Marine and Aqua coating
Wind energy coatings
Packaging coatings

Broadly the market segmentation can be done on the following basis

Parameters considered for market segmentation
GeographicClassified based on which city the customers belongs to- eg – Based on Class of town/ City , the requirement and product placement will change. DemographicEducational qualification, Gender, Age etc will play some role in the customer decision making Eg: Better educated customers will prefer eco friendly and durable products. Similarly lower age group prefer exotic colors, Females prefer colors like pink, red, green, magenta etc OccasionalSeasonality and festivals etc determine the demand of product. Eg- During march most of the fleet owners will paint their cars to make it good before the summer holidays. Purchase decisionThe influencer plays a very important role. Eg in a b class garage the painter decided what to purchase and in a A class OEM and Purchase GM decides. Physiographic The skills and understanding of decision makers which will help him to take decision. To influence such decision makers value proposition and differentiation will play a key role in marketing the products.

To identify the customer and target group segmentation is required and based on the segmentation product value proposition is been decided. In other words it is how to market trade off and create value proposition to the customer. It is also important to select the competition....
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