Ch.3 Situation analysis

Question 1

5 stages in the consumer decision-making process

Please refer to consumer response

Answer 1

1. Problem recognition
2. Information search
3. Alternative evaluation
4. Purchase decision
5. Post-purchase evaluation

Question 2

Types of Market segmentation

Answer 2

1. Geographic segmentation
   - > location
2. Demographic segmentation
   - > age , gender , marital status
3. Psychographic segmentation
   - > value and lifestyle
   e. g. Interest , opinions
4. Behaviouristic segmentation
   - > buying pattern, product usage , media usage
5. Benefit segmentation
   - > common benefit customers are seeking for

Question 3

Market research method

Answer 3

1. Focus groups
2. Survey
3. In-depth interview

Question 4

Functions of focus group

Answer 4

1. Collecting values, beliefs and attitudes about an issue/ a product
2. Encourage discussion to brainstorm new ideas
3. Help researcher to get richer ideas for questionnaire development