Consumer Behaviour: Segmentation, Attitudes, and Influences

Consumer Behaviour

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Identify an appropriate basis of segmentation and segment the potential market for new
product.........................................................................................................................................1
TASK 2............................................................................................................................................2
Assess which of the market segments identify in above task is feasible to select the target
market..........................................................................................................................................2
TASK 3............................................................................................................................................2
Analyse the research methods accessible....................................................................................2
TASK 4............................................................................................................................................3
Conduct appropriate market research with the selected target segment to meet research
objectives.....................................................................................................................................3
TASK 5............................................................................................................................................4
(a). Define and evaluate the main consumer attitudes towards the start up’s new product.........4
(b). Describe the most relevant influences on consumer behaviour............................................5
TASK 6............................................................................................................................................5
(a). The major promotional tools- product, price, place and promotion......................................5
(b). Strategies for attitude change................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Consumer behaviour is the study of individuals and establishments and how they choose and
utilise commodities and facilities. It is majorly disquieted with psychology, motivations and
behaviour. It can be an examination of how customer take decisions about what they require,
want and desire and how do they purchase, utilise and organize of products (do Paco, Shiel and
Alves, 2019). This report is based on Fun & Flavour Coffee House which is a new business
venture and established by a UK businessperson in Maltese market. Within it, different kinds of
coffee products like organic and herbal coffee are offered by firm to its target audiences. The
document will consider information about market segmentation for new product and service,
research methods to use for acknowledging the buying behaviour and market research to meet
the research objectives. Further, will explain about main consumer attitudes regarding start up’s
new products, relevant influences on consumer behaviour, marketing mix and strategies for
attitude change.
TASK 1
Identify an appropriate basis of segmentation and segment the potential market for new product
Market segmentation is an activity of segregating a market of potential customer into groups
and segments on diverse characteristics. In Fun & Flavour Coffee House, the management can
divide the market for new herbal and organic coffee products on the basis of different market
segment. The explanation of them as below in reference to new coffee products of Fun &
Flavour Coffee House:
Geographic segmentation- This market segmentation is very beneficial to business because
it helps a firm to find out and segregate the market into segments based on language, population,
climate and lifestyles etc.
Demographic segmentation- This kind of segmentation includes of categorising the market
in to groups on variables like age, gender, occupation, interest, hobbies, level of education,
locality of residence and media preferences etc.
Psychographic segmentation- This kind of segmentation segregates the market into units on
social class, lifestyle and personality characteristics (Nguyen, de Leeuw and Dullaert, 2018). It is
supported to the assumption that the types of commodities and brands a person buys will reflect
that individual’s characteristics and ways of living.
1