Mktg 578 Consumer Behavior

Name Consumer Behavior Course Project Explanation Tutors Name 29/05/2014 Index TOC o 1-3 h z u HYPERLINK l _Toc3891538072 Market Segmentation PAGEREF _Toc389153807 h 1 HYPERLINK l _Toc3891538083 Product Positioning PAGEREF _Toc389153808 h 2 HYPERLINK l _Toc3891538094 Impact on the Consumer PAGEREF _Toc389153809 h 2 HYPERLINK l _Toc3891538105 Consumer Decision Process PAGEREF _Toc389153810 h 3 HYPERLINK l _Toc3891538116 Marketing Mix PAGEREF _Toc389153811 h 3 2 Market Segmentation Segmentation Criteria Market segmentation will be based on the following criteria (Kotler, 1984) Identifiability and Measurability. Worldwide women are becoming bigger. An average America woman wears dress size 14. Plus dress sizes are classified as sizes 14 up to size 34. Statistics indicate that these sizes account for 67 per cent of the population (business insider Dec 21 2012) there is an identifiable market fortrendy and fashionable clothing for plus size women Substantiality Plus size clothing was worth 17bn in sales in 2013. There is a great potential for fashionable clothing for plus size women. According to Terry Agins (ABC News April 1 2014) retailers find an irresistible need to tap into this market. The evolving trends in lifestyle and foods lead to an over increasing population of obese citizens. Although this may