BMK301 Consumer Behavior: Nissan's Intermarket Segmentation Strategy

This assignment analyzes Nissan's intermarket segmentation strategy, focusing on demographic, geographic, psychographic, and behavioral factors. The analysis details how Nissan segments its market based on consumer age, income, and purchasing power, geographical locations, consumer psychology, and buying behavior. The paper examines the application of these segmentation methods to Nissan's marketing approach, including the use of advertising campaigns on television, print media, and social media. The assignment also explores Nissan's promotional activities, such as charity events and rallies, and how these strategies are tailored to specific geographical segments. Furthermore, the paper discusses how Nissan's wide product portfolio provides consumers with a variety of choices and options. The provided solution is useful for students studying consumer behavior and marketing strategies.

2b. Intermarket segmentation for Nissan
Demographic segmentation The customer needs that are met by Nissan
segmented into three dominant factors which
are mainly consumer age, income level and
purchasing power1. This help Nissan to
present their bhaiya with product segments
such as the budget, premium, super luxury to
name a few.
Geographic segmentation Nissan approaches the market primarily on
the basis of the Geographic segmentation
which separates the market on the basis of
continent and countries.The segmentation
also takes into account population size and
well as density2.
Psychographic segmentation Nissan also undertakes psychographic
segmentation in order to identify the
consumer psychology as well as the lifestyle3.
Psychographic analysis helps in identifying
the beliefs, attitude as well as emotions in the
targeted market and are responsible for
influencing the buying decision of the
consumer.
Behavioural segmentation The targeted market can be also segmented
on the basis of the behaviour of the buyer.
The buyer behaviour helps in providing the
distinct characteristics exhibited by
consumers of different Geographic
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demographic and psychographic segments4.
Some variables present in behavioural
segmentation are the rate of usage, benefits
to be enjoyed, status of the user, loyalty
towards brand, special events and readiness
to make a purchase.
Table 1: Inter market segmentation for Nissan
Segmenting the market on the basis of geographic, demographic, psychographic as well as
behaviour segments enables Nissan to proliferate their products which can be appropriate for
satisfying the needs of the consumers.
2c. Communication strategy based on the market segmentation
The promotional plan implemented by Nissan is a very nominal one. It is a balance mixture of a
combination of promotional activities that are carried out across different mediums as well as
Publication5. In order to reach out to the target market the company makes use of advertisement
campaigns that are done on televisions as well as utilise print media. Technological
development has allowed the company to utilise internet and social media as a platform to
reach out to the target market6. Nissan is also known for organising charity events which
increases the brand awareness and helps in communicating with the target market segments.
Nissan has been also involved in organising rallies as well as other activities to attract the
consumer base. They have taken the help of specialised clubs for the rising events which
showcase the off-roading strength of their products. Nishant is also known to make contract with
celebrities which gives the additional push that influences the consumer psyche. It should be
kept in mind that the promotional activities undertaken by Nishant are based on the
geographical segmentation of the target market. This is a very wise decision as well as strategy
for Nissan as it helps in giving the consumers a real time taste of their vehicles which are
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valuation of firms cross-listed as Global Depositary Receipts (GDRs)." Journal of Multinational Financial
Management 39 (2017): 19-38.
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consumer financial decision making: The role of national culture." Journal of Marketing 79, no. 1 (2015):
44-63.
6 Hynes, Geraldine E., and Jennifer R. Veltsos. Managerial communication: Strategies and applications.
SAGE Publications, 2018.

specifically designed for that geographical segment7. The company also boasts of a very wide
range of product portfolio that give the customers a benefit of options to choose from.
7 Liu, Yan, Krista J. Li, Haipeng Chen, and Subramanian Balachander. "The effects of products’ aesthetic
design on demand and marketing-mix effectiveness: The role of segment prototypicality and brand
consistency." Journal of Marketing81, no. 1 (2017): 83-102.