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Essay / Research Paper Abstract
Supermarkets may be seen as having a broad appeal across many market segments. This 5 page paper argues that this appearance may be misleading as the use of demographics and psychographics to segment the market is a tactics used by the supermarkets in order to maximise their sales. The paper shows how this is done with numerous examples. The bibliography cites 4 sources.
Page Count:
5 pages (~225 words per page)
File: TS14_TEsegsu1.rtf
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Unformatted sample text from the term paper:
to exclude of concentrate on singular markets the same way in which traditionally branding can be seen to segment markets. However, the need to segment markets using the traditional methodologies,
such as demographics and psychographics, is one that is of great value to supermarkets. Segmenting is the division of the consumer base,
or potential consumer base into categories where there are similar characteristics. This is of both direct and indirect benefit for the supermarkets. By consumers into various groupings dependant on their
income, and as such the can be targeted by the different companies and advertising agencies, but this does not tell us what goes on in the black box. However, we
know that correct targeting will impact in the black box decisions. For example, in the UK one type of segmentation is that of income which may indicate areas suitable for
different supermarkets to set up operations according toothier brand image and target market. For example, Waitrose is part of the John Lewis Partnership, the range of goods are aimed ad
middle to upper income group families, the process are not discounted and as such they would be unlikely to succeed in a run down neighbourhood where money was limited, Likewise
Kwik Save or Lidl have a brand that gives the impression of budget brands and low costs, these are the supermarkets that may perform better in a run down areas
as a result of the market position they are depot and the target market. As such we can see that there is some segmentation. Other supermarket, such as Tesco, the
dominant company, Sainsbury and Safeway may be argued as having appeal to different segments, and as such the segmentation does not operate in the same way, however it does not
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