Consumer Segmentation and Consumer Behavior

CONSUMER SEGMENTATION and CONSUMER BEHAVIOR,,,,

• 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.

ABOUT NIVEA

• 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 picture of Nivea Creme:








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 Product Value:

• 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