- The definition of Consumer Behavior is defined as the study of the buying units and the exchange processes involved in acquiring, consuming, and disposing of goods, services, experiences, and ideas.
- While the Consumer Segmentation is the process of classifying people into groups that have some set of similar
characteristics, resulting in the ability to be studied and targeted.
- NIVEA - counts as the mother of all modern creams since 1911. Today the cream has developed into a big brand family. And its development is very dynamic. For years NIVEA has been the world's biggest personal care brand.
The Segmentation Of Nivea Creme
The demographic Segmentation:
- Age: 15 – 40 years old
- Gender: especially for female
- Type: all of type skin
- Education: min junior high school
- The main target marketing: teenagers and youth
- The packaging: simple packaging
- The placement: easy to get
- The distribution: clear and easy
- The advertisement: attractive advertisement
THE CONSUMER BEHAVIOR
The customer think that:
- Nivea crème is the most popular skin care in Indonesia
- The price of Nivea Crème is more cheaper than other product
- The quality of Nivea Crème make the customer choose this product
- Nivea Crème is easy to get in everywhere
