Курсовая работа: Marketing Research Project for a Russian Company
Market segmentation can be carried out at four levels:
1. Segments
2. Niches
3. Local areas
4. Individuals
For the market of pastas the reasonable level of segmentation is the first one.
A market segment consists of a large identifiable group within a market.
When segmenting at this level a company tries to isolate some broad segments that make up a market. The consumers belonging to a segment are assumed to be similar in their wants and needs, though they are not identical.
Many different variables can be used for segmenting:
· Purchasing power or income (though they correlate, they are not the same);
· Wants;
· Geographical location;
· Buying attitudes;
· Habits and so on
Market segmenting can be made using one or more variables.
In our case we will use consumer’s income per head as a variable for market segmentation.
We will use income per head because the price is the most decisive factor in making purchase decision and because the demand for pastas is elastic[1] .
We will not use any other variables to make our segmenting be:
· Measurable: The size, purchasing power, and characteristics of the segments can be measured.
· Substantial: The segments are large and profitable enough to serve. A segment should be the largest possible homogeneous group worth going after with a tailored marketing program.
· Differentiable: The segments are conceptually distinguishable and respond differently to different marketing-mix elements and programs.
Marketing research(3) .
Marketing research is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.
The marketing research process usually includes several steps:
1. Define the problem and research objectives.
2. Develop the research plan.
3. Collect the information.
4. Analyze the information.
5. Present the findings.
Data sources. All data sources can be divided into two large groups: primary data and secondary data.