Consumer Behaviour of Purchasing Digital Camera

As every customer has unique needs and expectations towards certain products, the ultimate goal of market segmentation is to organize customers into groups which allows targeting of customers with similar needs of and response to the products. The key is to minimize differentiation within each segment

Furthermore, market segmentation is an extension of market research for the purposes of identifying targeted groups of consumers in order to tailor products and branding in a way that it is attractive to that group. There are three general criteria used to identify different market segments: homogeneity, distinction and reaction (Investopedia, n.d).

Market segmentation- is the process in marketing of dividing a market into distinct subsets (segments) that behave in the same way or have similar needs. Because each segment is fairly homogeneous in their needs and attitudes, they are likely to respond similarly to a given marketing strategy. That is, they are likely to have similar feeling and ideas about a marketing mix comprised of a given product or service, sold at a given price, distributed in a certain way, and promoted in a certain way. Broadly, markets can be divided according to a number of general criteria, such as by industry or public versus private sector. Small segments are often termed niche markets or specialty markets. However, all segments fall into either consumer or

Fujifilm made the conscious decision to embrace the change towards digitization. In 2004, the company management team planned to take measures to ensure the viability of the company during the shift towards digital. With this decision, Fujifilm remained a force to be reckoned with in the photography industry. With the economic down spiral was occurring in 2008 Fujifilm was reporting record breaking profits and earnings. Understanding the Global crisis of an impending recession Fujifilm once again took action to maintain their viability. This time the company implemented a series of decisive Group and division-wide structural reforms over a two-year period commencing the fiscal year ended March 31, 2010 (Annual Report, pg. 4).

Market segmentation is the key strategic concept in marketing today (Michael N. Tuma, 2011). It is shows as the attempt to distinguish 'homogeneous groups of customers who can be targeted in the same manner because they have similar needs and preferences'. (Wedel & Kamakura, 2002). Good market segmentations helps in understanding the

Market segmentation is a strategy that involves breaking down a business’s current target market into smaller subsets in order to establish a more defined set of market categories. It is important to first look at the tools available to assist with segmenting the market prior to beginning your segmentation. These tools include the following:

Today Nikon and Canon constantly battle for the top position in the digital SLR cameras market. These two companies were the first to make the leap from film to digital, and their initial impressions in the market make them the dominant players. Nowadays, a growing number of individuals want to have their own digital SLR cameras, and it is no longer a luxury to the public. People always wonder which camera is right for them, and it is a common question when consumers

Market segmentation is the first step marketers take in order to design a customer-driven marketing strategy. This steps consist of dividing the market taking into account different criteria to do it. In other words, marketers have to consider characteristics and the different needs that customer might have. This step helps marketers to determine what products buyers might require. After doing this, once marketers have all the information they need about the different segments of the market, they decide what segment to enter by evaluating all of the segments they identified in the previous step; this is the Market Targeting Step. In conclusion, in market segmentation we just divide the market, while in target marketing we evaluate those segments.

In market segmented we have seen that their customers and consumers are loyal and strongly affinity to the particular brand or product. As in market segmenting the market is divided into individual markets with similar wants and needs as on the products consumption. Broadly markets can be divided according to a number of general criteria, such as by industry or public versus private. Although there is difference in industrial and consumer market segmentation but both of them have similar objectives.

Market segmentation is one of the marketing strategies, which involves dividing a broad target market into consumers, businesses, or countries that have, or are perceived to have, common needs, interests, and priorities, and then designing and implementing strategies to target them. There

Marketing segmentation can be defined, as the division of market into specific gropes of consumers. Marketing segmentation should be easy to measure, accessible, not changing quickly and

Market segmentation is a subsist of group of consumer who share a common needs in a market segmentation, where as those customer share similar character in a same segment. Segmentation is a most important necessary idea in marketing sector where as company vary widely in their skills to serve various kinds of consumers. Therefore, instead of making attempts to contend in an complete market, firms should segment the market. Through the method of market segmentation, organisation can established this elements where as they can will identify serve best.

Market segmentation is dividing a market into direct groups of consumers who might separate products requirements or marketing mixes, the process of classifying customers into groups with different need and requirement. (Kotler et al 2010, p.264). In this proposal, the market segmentation will be discussed from three aspects, which are demographic, behaviours and psychographic.

Market segmentation is a marketing tool that divides a large heterogeneous market into smaller homogeneous subsets of consumers with similar needs, wants and characteristics. Researchers might be able to predict customer 's behavior by studying if there are any relations between customer 's personality and the product selection process. A key success for any business is to communicate with its customers better than competitors by understanding who its customers are and what they want. The more precisely costumers are segmented, the easier a business will understand its customers and build successful relationship with them because customers usually choose a product that expresses their personality. The market can be segmented by different types of segmentations such as demographic, geographic and psychographic. Marks & Spencer uses demographic segmentation to target customers above the age of 30 with high income and executive occupation. It also segments the market through value, as many products in M&S’s clothing range have a premium-priced segment, a mid-priced segment and a lower price segment.

Consumers around the world vary tremendously in age, income, education level and tastes. Consumer behavior is the study of individuals, groups of consumers and the process they use to choose and purchases products. Marketer’s can learn the actual consumer purchases to find out what they buy, where they buy, how they buy and how much they buy.