INDO GERMAN TRAINING CENTRE

Customer Segmentation in Marketing

Understanding customer needs is the first and the most important step in marketing of any product or service. Success stories of successful companies/brands show that main reason of their success is to understand their customers’ needs and psychology and then creating superior product that satisfies them. Lot of research has been conducted in this domain that evolved many scales and analytical techniques that help any Marketer to understand his customers in a better way.

This program aims at knowing ‘marketing scales’ that have been found reliable and valid. These scales are in the areas of consumer compulsiveness and impulsiveness, consumer opinion leadership and opinion seeking, consumer social influence, values related to materialism and possession of objects, involvement with product classes and products, involvement in purchase, advertisement believability/credibility and post-purchase behavior. The program will also include analytical techniques of Factor Analysis and Cluster analysis applied on these scales. This will enable us to know how many segments exist in customers and profile of customers in each segment. The techniques will be dealt with the help of SPSS software.

Contents :

  • Scales for consumer compulsiveness and impulsiveness, consumer opinion leadership and opinion seeking, consumer social influence, values related to materialism and possession of objects, involvement with product classes and products, involvement in purchase, advertisement believability/credibility and post-purchase behavior
  • Technique of Factor Analysis and Cluster Analysis
  • Application of both these techniques in above scales

Trainer : Mr. Chandrakant Y Nimkar is M.A. in Statistics from University of Mumbai. He has rich corporate experience of about 26 years with leading organizations like Operations Research Group, Indian Sewing Machine Company Ltd., Cipla and Ranbaxy covering areas of marketing research and MIS. He is now a visiting faculty in various B-schools involved in numerous teaching assignments in the field of marketing research and management science.