Research Analysis.

1. Marketing
ManagementD E F I N I N G T A R G E T C U S T O M E R S
BY
MASROOR (6)
SHIVAA (3)

2. Introduction

3. Introduction
 It is the process dividing a market into
segments.
Based on needs, income, age group
demographic and geographical factors
It enables to target customers who
precieve full of products.

4. Defination

5. A target market as a well-defined set of
customers whose needs the organization
plans to satisfy
-Philip Kotler
Defination
“
“

6. DefinationStatement of Problem

7. Failing to determine and tap all potential
target customers would mean lost
revenues
in the future which could be earned.
Statement of
Problem
“
“

8. Objectives

9.  To establish importance of large and diversified
customer base.
 To determine the desire of consumers for products
being catered to other segments/markets.
 To identify if positive relationship exist between
higher revenues and larger market capture
 To determine profitability in low income markets.
Objectives

10. Research Methodology

11.  Both Secondary and Primary data.
 Secondary collected from Internet sources and
Journals.
 Primary collected from 1st Semester CIA
component.
 Data is essentially based on low-income groups.
 Data is collected from Southern parts of India
Research
Methodology

12. Analysis

13. Analysis
76%
24%
Do you have a strong desire for products
of High-end companies ?
Yes
No

14. Analysis
67%
33%
Are you ready to purchase a low-end product
from a high-end company?
Yes No

15. Analysis
88%
12%
A product from a high-end brand would give
you more self-esteem and satisfaction?
Yes
No

16. Analysis
29%
8%
45%
18%
Price Quality Brand Design
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
What you consider most in your
purchasing decision from a High-end
company ?

17. Analysis
48%
28%
8%
16%
Price Quality Brand Design
0%
10%
20%
30%
40%
50%
60%
What you consider most in your
purchasing decision from a Low-end
company ?

18. Findings

19.  76% of the people are willing to spend on high
end products due to the brand value
 67% are willing to buy low end products(over
priced) showing their brand loyalty
 80% fell better by buying from high-end brands
 Building up brand value is the most important
factor in the long run
 In the short run pricing is the most important
factor
Findings

20. Suggestions

21. Suggestions
 Companies should conduct thorough market
research to pin-point all their potential customers.
 Greater market should be captured by altering
their products suitable for different segments.
 Expanding target customers by making
amendments to their offerings in line with
customer’s wants.
 Using established distribution channels to enter

22. Conclusion

23. • The low income companies main area of focus is
to focus on the price to obtain their target
market.
• There is a direct relationship between higher
revenues and larger market capture.
• Large and diverse customers are very important
as they are the base of the company.
Conclusion

24. Thank You.