1) Define Segmentation

a. Describe the bases of Segmentation using a famous Ice-cream brand as an example.

b. What are the criteria used to measure the effectiveness of Segmentation

2) a. Consumer behaviour is the way in which customer select, use and behave after they have purchased a product or service. Deliberate the factors that influence the Behaviour consumer.

b) Ms Shona is planning an overseas trip. Using the Buyer Decision Process explain how the process affects Ms Shona decision.

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1 Segmentation is the process of dividing a market into smaller groups of consumers with similar needs and characteristics The most common bases for s... View the full answer