Free Case Study About Segmentation, Market Research

It is important for the company to understand the unique expectations, generational history, experiences, values, lifestyles, and demographics that influence buying behavior. The company must be able to factor in the different characteristics and behaviors of the target generations to make it easier to build relationships, gain trust, and close sales. The company should create various marketing strategies that are suitable for characteristics and behaviors of each generation. For the company to market to the baby boomers segment, it will require to make little changes accompanied by continuous improvements. The company should focus on building value for its product as the baby boomers are less sensitive to prices, and they believe in getting a superior product and high value for money. Baby boomers like flexibility and options. Baby boomers are frequent users on Internet services in their purchasing decisions. The company should improve its web initiative to succeed in attracting more consumers in this generation. The images of the cars should be accompanied by rich information and easy navigation to attract more customers from this generation. Social networks and blogs are extremely prevalent in marketing to baby boomers.
Generation Y now comprises of teens and young adults. They are image driven and have a great need for peer acceptance, fitting in, connecting with their peers, and are frequent users of social networking. Marketing to generation Y can be improved through making them belief they have a better future. This is because the generation Y individuals have a high need for attention and systematic feedback. They care for experience and uniqueness. The company should encourage them to explore new paths or options as they crave for challenges. They are also looking for cars that are popular with their peers. This means that the company must associate the cars with the young generation to be able to attract their attention. The company must also engage in continuous and more creative media and promotional themes. The use of social networking and other digital website is crucial for success. Content is key for this generation. The generation Y comprises of children of the baby boomers. This means that they need entirely different products from those that attract baby boomers.