The Effect of Service Marketing Mix on Consumer Decision Making

The provided assignment is based on a research paper that examines the effect of service marketing mix on consumer decision making. The study focuses on how the marketing mix, which includes product, price, promotion, place, and people, influences customer purchasing behavior. It also discusses the importance of understanding the marketing mix in guiding pricing decisions and its impact on business performance.

MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
PART A- Identified one specific consumer segments for the product............................................1
PART B- Identified and issues the characteristics of segmentation. ..............................................2
PART C- Show the marketing mix reflects the characteristics of behavioural segmentation. .......4
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is the process and management to create product awareness in the market. To
introduce first innovative and creative services in the market Marketing manager of the
organisation uses many different marketing tools to promote the quality of product. This process
satisfies the customer needs and wants. The main aim of Marketing is on buyers, who is the most
important factor for profit revenue. This Report based on Marketing of LOUBOUTIN SHOES .
It is shoe Manufacturer company. It will explain about the market segmentation of
LOUBOUTIN SHOES company. Apart from that particular consumer segmentation of this
product. Furthermore, it will discuss the various marketing mix characteristics which reflects
consumer segmentation. Marketing is the positive process for the organisation which gives high
range of customers and profit revenue. This report covers all major identified facts which gives
more value to the company. Along with that different methods and plans through which
company obtain sales revenue.
PART A- Identified one specific consumer segments for the product.
Segmentation is the kind of division of something such as consumer segmentation,
market segmentation, product segmentation etc. it helps company to make clear objectives and
mission to accomplish the overall target of the company(Aras and et.al, 2017). It obtains ideas
and planning for future development. LOUBOUTIN SHOES is the high profit revenue company
in shoes industries. Most of the population prefer LOUBOUTIN SHOES and enjoy their drinks
with their friends. Segmentation is also helps to full fill the needs and wanted of the consumer by
given satisfactory product and services. This helps to measure the market demand. It assists to
measure the assorted factors like, clear measure the effective size, accessibility through
promotional efforts, appropriateness. LOUBOUTIN SHOES can make segmentation on the
basis of four segmentation strategies. Behavioural, psychological, geographical and
demographic.
Overall segmentation is the process to identified the division to obtain the desire goals.
Furthermore, it is the chain of driving and measure the potential consumer and groups. With the
help of segmentation company can easily create their own strategies and plans on the basis of
segmentations. Through which customer respond fact towards the particular product. On the
basis of Eli S(Armstrong, Kotler, Harker and Brennan, 2015). segmentation is the approach to

the annotation which create brand image in from of the potential customers. LOUBOUTIN
SHOES has potential customers of age 16-40 of people, these are the young generation who
prefer durable shoes due to some health issue customer wont prefer low qulaity of any other
shoess, So If LOUBOUTIN SHOES wants to grab attraction of young customers they need to
adopt all kinds of segmentations. Moreover, Consumer segmentation of LOUBOUTIN SHOES
products are based on young generation they also introduce new variety of shoes designs for old
age peoples(Babin and Zikmund, 2015). This increases the company growth and profit revenue.
According to this assignment Behavioural consumer segmentation would be taken. Company
needs to make new styles of shoes to grab the attention of target group of people. Customer
always prefer durability and comfortness while purchasing shoes.
PART B- Identified and issues the characteristics of segmentation.
Consumer segmentation is based on various aspects it may be according to their
behavioural, styles, preferences etc. According to different authors This explains the different
aspects of segmentations. It's a king of positive activities which gives effective profit and sales
revenue to the company. LOUBOUTIN SHOES adopts behavioural approach to attract the
number of customers on the basis of their likes and dislikes. Like Company produce different
styles and varieties of shoes designs to attract them towards the company. However, not every
consumer has same choices like some customers may prefer to purchase LOUBOUTIN SHOES
either other shoe company or any other popular brands. To attract the number of
customers(Barrett and Weinstein, 2015). Apart from that, on the basis of behavioural
segmentation company needs to full fill the customer demands on the basis taste and needs.
Organisation needs to adopt new product and services to make customer satisfied. There are
different characteristics of segmentations which describe this process more effectively. Some of
them are mentioned below.
Demographic Characteristics
It is the first factor of consumer segmentation based on demographic factors such as age,
gender, ethics, income, religion etc. company needs to know about the customer preferences on
the basis of mentioned characteristics. It helps to make strategies to full fill the needs to
customers. Company also needs to measure the current needs of buyers by using customer
survey. On the basis of.....(). Behavioural segmentation is very effective feature to grab the

attention of potential buyers. Apart from that on the basis of factors company uses attractive
advertisement and marketing tools to attract their target customers(Chaffey and Ellis-Chadwick,
2016). Like organisation attract age group peoples between 15-45 because these age group
peoples prefer to take smart shoes and styles. To attract target customers company needs to set
the prices, design, durability, offers according to the buyers needs and wants. It makes company
more powerful and strong.
Buying On Occasion
It is the second characteristics of behavioural segmentation. It is based on customer
decision making approach like in case of shoess, customer prefer to purchase in festive sessions
because in festive time period most of the population wants to purchase new designs of pair of
shoes. Apart from that in parties most of the public love to serve welcome drinks etc(Davari and
Strutton, 2014). it is the first form of behavioural segmentation. In this particular occasions'
customer needs will increase and increase the sales of company.
Benefits Sought
Next characteristics of this segmentation is benefits and premium services. These
characteristics of behavioural segmentation is effective if company frequently gives new offers,
products and discounts to the customers. Like LOUBOUTIN SHOES gives new different offers
with the product for customer satisfaction. Buyers always want some offers and discounts on the
product, LOUBOUTIN SHOES gives some complementary products with main product just to
seek the attraction of buyers. Through company makes its profit more effectively and efficiently.
Customers are rational they always draw in through having new exciting offers. It gives more
satisfaction and spirit towards the company products. Customer also measure the company
offers and discounts to purchase the particular product. Many big brands offers some other
services with the main product to grab the attention of new customers (Fan, Lau and Zhao,
2015).
Behaviour segmentation based on loyalty
This behaviour segmentation is based on loyalty company needs to adopt fair trade
practises in terms of quality of services with their products. Buyers always prefer to purchase
high qulity of stuff through which they cannot affect the body, having quality of products
company always gain customer loyalty. It also assists to retain the existing customers towards

the company. LOUBOUTIN SHOES needs to adopt new innovative styles and designs which is
attractive for the customers. This helps to attract more new target customers and company image.
It gives new power and strength to obtain new strategies and business plans for further
expansion. Customer also measure the company brand image and their own perception in terms
of particular products. It also gives new opportunities and growth to enhance the company
image(Hair Jr and Lukas 2014).
Usage based behavioural segmentation
Other characteristic of behavioural segmentation, this characteristic based on usage of
shoes in other terms particular demand in terms of new designs. Customer usually prefer shoes at
then time when they required the need. According to that company make products size.
Sometimes also give offer to sell combo offers with one other complimentary product.
PART C- Show the marketing mix reflects the characteristics of behavioural
segmentation.
Marketing Mix: Marketing Mix is the foremost activity of marketing activities. It contains vital
elements to enhance the product and services of the organisation. It includes product, price,
promotion, place. These all factors helps company to make overall product and services on the
basis of these elements(Hanssens nad et.al, 2014). It makes company effective and helps to
manage the proper management to accomplish the overall target and achieve the profit revenue.
It is the famous approach to achieve the desire goals. It is based on marketing approach which
covers all the important factors. There are some marketing mix elements discuss below:
Product: It is the first element of marketing mix which gives company new strategies and plans
for further expansion. Product is the first key factor through which company earns profit for
business. LOUBOUTIN SHOES company provides shoess in different styles. For that they need
to adopt new product strategies to make it more creative to attract the customers' preference. If
the product is innovative and according to the customer they will get new achievements for the
company.
Price: It is the second most effective element of Marketing mix. Which gives new opportunities
for the company. Price is the effective tool of product, organisation set the prices on the basis of
competitors price(Helm and Gritsch, 2014). This process helps to maintain the customer
attraction towards the company. Customers always attract towards the product on the basis of

prices. Organisation makes pricing strategies on the basis of market situation. Organisation
always tries to cover the cost from the sales price.
Promotion: Another tool of marketing mix is to make Product promotional plans for the goal
fulfilments. It is the most effective marketing mix elements which helps to aware customers
about the new product and any other information of the company. It's directly affects the
company growth, LOUBOUTIN SHOES contribute their huge amount of money on
promotional activities. This increases the sale of the products. It makes product growth and
company growth as well(Hollensen, 2015). LOUBOUTIN SHOES needs to adopt high
advanced technologies to enhance the promotional activities of the product.
Place: It is the another concept of marketing mix, it explains the necessity of product demand in
particular area or place, where consumer can easily buy this product and services within their
locality. LOUBOUTIN SHOES needs to provide shoes in all stores or to small and big retailers.
Product must be approachable to the customers. The major cost of the company is transportation
cost, but along with that availability of the product everywhere is also a very good sign for the
company growth. For that this element helps LOUBOUTIN SHOES to make better strategies
for business growth.

Characteristics of marketing mix reflects behavioural segmentation
Marketing mix is the most effective function in the organisation. These affects the target
group of company, its needs and wants, customer preference, income level and purchasing power
of the consumers. Marketing mix reflects the customer preferences and try to give their best
efforts towards the company products. Like promotion activity helps customer to know about the
product and services of the company on the other side product of the company also initiate
customer towards the company by its taste and quality(Huang and Sarigöllü, 2014).
LOUBOUTIN SHOES target young youth students which loves to wear trendy shoes
most. This market segment is most profitable because most of the young generation of the
population loves new designs of footwears so that to attract students company needs to make
promotional activities and effective pricing policies to attract large number of sales. Furthermore,
company needs to analyse the product preferences and then provide accordingly(Khan, 2014).
These marketing mix affects the consumer segmentation. This increases the company brand
Illustration 1: Marketing Mix
Source: How marketing mix affects pricing decisions.2017

image and market share of the company. However not all customers wants same product or
prices, to overcome from this challenge company needs to adopt strategic planning and try to
grab consumer interest towards the company products. These marketing mix effects the
organisation profit, if they obtain good quality of product and services(Liu and et.al, 2017).
CONCLUSION
From the above explanation, it was concluded that marketing is the most effective and
prominent process to achieve the desire goal of the organisation. This report based on
LOUBOUTIN SHOES . It is the leading shoes company in the world. It discussed the marketing
mix and different elements such as place, promotion, price and products. These elements provide
different marketing strategies which full fill the company goals. Along with that it also covered
the consumer segmentation to obtain more consumer preference. Like LOUBOUTIN SHOES
consumer segmentation is Behavioural approach or segmentation. It defines that customer
purchasing decision making based on company offers, consumer usage and occasions.
Furthermore, it also defined the difference between marketing mixes.

REFERENCES
Books and Journals
Aras, M., et.al, 2017, July. The Effect of Service Marketing Mix on Consumer Decision
Making. In International Conference on Education, Science, Art and Technology (pp. 108-112).
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Babin, B. J. and Zikmund, W. G., 2015. Exploring marketing research. Cengage Learning.
Barrett, H. and Weinstein, A., 2015. Corporate entrepreneurship, the marketing mix, and
business performance. In Proceedings of the 1997 Academy of Marketing Science (AMS) Annual
Conference (pp. 144-150). Springer, Cham.
Chaffey, D. and Ellis-Chadwick, F., 2016. Digital marketing. Pearson.
Davari, A. and Strutton, D., 2014. Marketing mix strategies for closing the gap between
green consumers' pro-environmental beliefs and behaviors. Journal of Strategic
Marketing. 22(7). pp.563-586.
Fan, S., Lau, R.Y. and Zhao, J.L., 2015. Demystifying big data analytics for business
intelligence through the lens of marketing mix. Big Data Research. 2(1). pp.28-32.
Hair Jr, J. F. and Lukas, B., 2014. Marketing research (Vol. 2). McGraw-Hill Education
Australia.
Hanssens, D. M., et.al, 2014. Consumer attitude metrics for guiding marketing mix
decisions. Marketing Science. 33(4). pp.534-550.
Helm, R. and Gritsch, S., 2014. Examining the influence of uncertainty on marketing mix
strategy elements in emerging business to business export-markets. International Business
Review. 23(2). pp.418-428.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-132).
Springer New York.

Khan, M. T., 2014. The concept of'marketing mix'and its elements (a conceptual review
paper). International journal of information, business and management. 6(2). p.95.
Liu, Y., et.al, 2017. The Effects of Products’ Aesthetic Design on Demand and Marketing-
Mix Effectiveness: The Role of Segment Prototypicality and Brand Consistency. Journal of
Marketing 81(1). pp.83-102.
Online references
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