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This will describe the characteristics of ONE consumer market segment the company currently targets with this product. Only describe those that apply to the product/service assigned.
• Define the market segment of consumers; in other words, do they segment their market by demographics, geographics, psychographics, behavioral characteristics or some hybrid method? Why?
• Identify this market segment’s needs/wants regarding your company’s product category (not the specific brand).
• Discuss how this market segment makes decisions about this type of product (is it a low involvement or high involvement process for most of them, is it an individual decision or do others such as a peers, friends, spouse or children play a role, etc.).
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