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Select a consumer segment that your company serves, and describe why this segment is worth pursuing.
Identify and qualify research sources that can be used in obtaining information on consumer behavior.
Analyze the characteristics of the chosen consumer segment using secondary research.
Segmentation
This section is where you will apply the information gained from your market research to your identified market segment.
Identify the various segmentation strategies that your selected company uses to divide the market. Be sure to consider the overall market for your chosen brand.
Select the segmentation strategy(s) to create your market segment, and explain why the strategy(s) would be effective.
Describe the consumer segment you have selected. Explain why they are a good fit for the product.
Determine the research needs for this segment, and provide rationale for each need.
Consumer Buying Process
Define the stages of the consumer buying process.
Analyze a marketing strategy that can be used for each stage of the consumer buying process in regard to your chosen market segment.
Determine the specific stages of the consumer buying process for which your marketing strategies can be most effective for your consumer
