MKT101A Marketing Fundamentals: True Technique Segmentation

This marketing report identifies consumer buyer characteristics, levels of involvement, and situational, psychological, and social influences impacting buying decisions for True Technique. It explores demographic, psychographic, geographic, and behavioral segmentation variables to define a buyer persona targeting health-conscious individuals in the Sandgate, Brisbane area. The positioning statement focuses on offering body weight training, high-intensity interval training, and group training to health-conscious individuals, emphasizing value-added services to justify premium pricing and attract customers through fitness campaigns. The report concludes with a positioning map illustrating True Technique's market position relative to competitors.

Running head: MARKETING
Marketing
Company name: True technique
Student Identifier (name and number)
Subject code and name

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Table of Contents
Identification of consumer buyer characteristics.........................................................................................3
Level of involvement of consumers that purchase the product/service....................................................3
Situational, psychological and social influences on the buying decision process....................................4
Segmentation variables............................................................................................................................4
01 (one) buyer persona................................................................................................................................5
Positioning statement...................................................................................................................................6
References...................................................................................................................................................7
Appendix: Positioning map.........................................................................................................................8

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Identification of consumer buyer characteristics
Level of involvement of consumers that purchase the product/service
(Sources: Hidalgo, 2017).
There are two sorts of involvement that the customer focuses on buying decision making:
Low Involvement:
In this category, products entail a low level of risk and no risk and could be inexpensive at a
longer period. Moreover, customers purchase low involvement product involuntarily. Example
of low involvements services is yoga, Aerobics, and body weight training. When a customer
purchases bodyweight training then he could take any package of training. Here, customers will
voluntarily purchase. When a customer purchases bodyweight training then every brand of Gym
has the same utility except the choice of customers (Ascarza, 2018). There is no risk entailed
even if customer purchases bodyweight training that is not his preferred brand.
High Involvement:
In this category, there is a high level of risk and most probably expensive. For example, high
involvement products are group training, massage chair, and high-intensity interval training. For
instance, when a customer is purchasing high-intensity interval training then he would

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investigation regarding different benefits that come in their budget before making a decision.
Furthermore, there is high uncertainty and needs to spend a lot of money (Kim, Lee, & Park,
2016).
Situational, psychological and social influences on the buying decision process
Situational influences
Situational influences are temporary situations that influence the buying behavior of customers.
The true technique can assess whether customers actually buy services, buy additional services
and buy nothing at all from their gym. It can entail different services such as social factor,
physical factor, the buyer’s mood and the reason for customer’s purchase (Zhou, et. al., 2017).
Psychological factors:
There are several factors that may affect the consumer buying behavior like perception, beliefs,
and attitudes. Therefore, a marketer of true technique can transform the belief and attitude of
consumers by organizing a special marketing campaign (Schwalbe, et. al., 2016).
Social factor
There is a different social factor such as reference group, family, role, and status that may impact
on the customer behavior towards true techniques. It may provide several types of services to
consumers like group training, high-intensity interval training, and body weight training. The
true technique can target the loyal consumer by organizing a fitness campaign and health
initiatives (Zhou, Sundholm, Cheng, Cruz, & Lukowicz, 2017).
Segmentation variables
Demographic factor:
True Technique can consider different services such as body weight training, high-intensity
interval training, and group training. In such a manner, the company can facilitate a 35%

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discount to young girls. It can also segment the customer age-wise and can influence the health-
conscious people and fitness freak people by offering the services according to their
requirements. Another factor is the social motive of group training, individual needs, behavioral
segment and expectation that can be used by True Technique to segment the market (Lancaster,
& Massingham, 2017). As a result, it would contribute to improving the profit and revenues.
Psychographic Segmentation:
In this segmentation, the true technique can segment the market according to the lifestyle and
attitude of consumers related to fitness services. In such a manner, the company can set the price
for fitness training according to the need of customers. Consequently, it would contribute to
maximizing the revenue of True technique (Davies, 2018).
Geographic Segmentation:
The true technique can classify the market into the regional, national and international wise to
capture a high amount of consumers. There are certain factors that can be considered by True
techniques such as occupation and income. Thus, it will contribute to maximizing the revenues
(Kim, Lee, and Park, 2016).
Behavioral Segmentation:
The true technique can target the consumers according to behavior regarding the fitness training
like group training, high-intensity interval training, and body weight training. Therefore, it would
be beneficial for attracting the customers towards the gym. In addition, the true technique can
focus on the segment with a loyal class but it should provide discount and affordable rates to the
young girl and health-conscious customers (Ascarza, et. al., 2018). It can also provide other
services such as free wi-fi, Aerobics, Yoga, and body massage chair.
01 (one) buyer persona

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The true technique can target the consumers as per different factors like demographics,
geographical, behavioral factors. In the geographic factor, the true technique will target the
consumer who comes under urban areas of Sandgate, Brisbane. According to a demographic
variable, a company would target both genders of consumers like male and female because
fitness services could be consumed by both of gender. This Gym will target 18-24 and 25-32
years of people because the Queensland Government motivates an individual for becoming
happy with healthier via fitness and food (Hidalgo, 2017). It would influence the consumer
decision-making process. The true technique can target both higher and middle class of an
individual in order to assess the impact of an individual factor on the consumer buying decision.
According to psychographic factor, the true technique can target the customer who gives their
preference to fitness services (Lord, Bolton, Fleming, & Anderson, 2016).
Positioning statement
The true technique will focus on an individual, who wants health-conscious life in Sandgate
community by offering the body weight training, high-intensity interval training, and group
training as it has higher demand in the market in current times. It would create a positive picture
among the consumers by improving the level of services as well as will offer the added value to
customers (Davies, 2018). This would lead the customers to pay hike rate to get fitness services.
The true technique will also consider the girl's fitness campaign to pull the attention of customers
and focuses on customers who want the healthy life and deliver the services in different
geographical areas of Queensland (Kim, Lee, & Park, 2016).

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References
Ascarza, E., Neslin, S.A., Netzer, O., Anderson, Z., Fader, P.S., Gupta, S., Hardie, B.G.,
Lemmens, A., Libai, B., Neal, D. & Provost, F., (2018). In Pursuit of Enhanced Customer
Retention Management: Review, Key Issues, and Future Directions. Customer Needs and
Solutions, 5(1-2), 65-81.
Davies, M.A., (2018). Using time in branding: reflections and orientations in an increasingly
competitive world. Journal of Brand Management, 25(2), 93-100.
Hidalgo, H.A., (2017). Market Potential of Pasteurized Coconut Water in the Philippine
Beverage Industry. International Journal on Advanced Science, Engineering and
Information Technology, 7(3), 898-903.
Kim, J., Lee, S. & Park, Y., (2016). A visual context-based market analysis of mobile application
services. Management Decision, 54(9), 2106-2132.
Lancaster, G., & Massingham, L. (2017). Markets and customers: market boundaries; target
marketing. In Essentials of Marketing Management (pp. 70-101). UK: Routledge.
Lord, R., Bolton, N., Fleming, S. & Anderson, M., (2016). Researching a segmented market:
reflections on telephone interviews. Management Research Review, 39(7), 786-802.
Schwalbe, M., Haine, A., Schindewolf, M., von Tengg-Kobligk, H., Williamson, T., Weber, S.,
Baumgartner, I. & Fuss, T., (2016). Feasibility of stereotactic MRI-based image guidance
for the treatment of vascular malformations: a phantom study. International journal of
computer assisted radiology and surgery, 11(12), 2207-2215.
Zhou, B., Sundholm, M., Cheng, J., Cruz, H. & Lukowicz, P., (2017). Measuring muscle
activities during gym exercises with textile pressure mapping sensors. Pervasive and
Mobile Computing, 38, 331-345.

Premium
quality
Low price
High price
Ver high
Low
quality
esteem
Snap fitness
Sandgate
True
technique
CrossFit
MARKETING 8
Appendix: Positioning map