Applying Segmentation Techniques for Uno Home Loan

Marketing
4/6/2019
Uno Home Loan

Marketing 1
Contents
Introduction......................................................................................................................................2
Identification of current consumer buyer characteristics.................................................................3
Stages of the buyer decision-making process..............................................................................3
Target Market Profile......................................................................................................................5
Positioning statement.......................................................................................................................7
Positioning map...............................................................................................................................7
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

Marketing 2
Introduction
The aim of the report is to emphasise on applying the segmentation techniques to form the
different target audience profile for the business that has been selected. This report is a
continuation of stage one, which includes the situational analysis of Uno Home Loans Company,
based in Australia.

Marketing 3
Identification of current consumer buyer characteristics
The buying behaviour of the customers involves the attitudes, preferences, attention, and
decision that are formed by the customers that can influence the making the purchase of a
product or availing the service in the market. The involvement is the embodiment of effort, time
and the enjoyment that is majorly lead by the consumer while selecting a product or services.
The company provide the early stages of property finance business in the Australian market. The
company offer a unique combination of online platforms as well as the home loan specialist in
the mortgage industry. The company offers transparency as well as the effects in the finance
market with the motive to aspire the homeowners in the market. The product or service is
possible for the long –term and according to that, the level of the involvement of customers
remains high.
This has been found that in the Australian market, customers take the long-term loan for their
houses due to which they remained engaged. In addition, while making the purchase of the loan
the customers need to check the services that they are availing to pay off the loans (Uno Home
Loans, 2019). Thus, the engagement of the customers remained high in this kind of services.
Stages of the buyer decision-making process
The set of a process is followed by the customers when they make the purchase of the product.
There are different stages that are considered while considering the buying decision-making
process: -