Understanding consumers of a particular brand in all its forms is essential for strategy of companies and their marketing activities. Identifying the consumer's various purchasing behaviors and decision-making helps businesses establish effective communication and relationships with those who are loyal to the brand, as well as with those potential consumers who will maybe become so in the future. The segmentation process allows us to classify the target audience into smaller groups, within which individuals are similar, but groups differ in many factors. In this master's thesis, we emphasized the importance of segmentation based on purchasing decision-making as a fundamental process for identifying consumers; more precisely setting clear and effective marketing strategies for each company. Consumers go through decision-making process of purchasing, i.e. from the time during the detection of the need to the ultimate purchase of the product, looking for information about products, which could potentially meet their needs, by evaluating and comparing them with each other. An empirical study of mattresses’ consumers in Slovenia in this thesis was based on a quantitative method, i.e. survey. We created four ideal-type groups by combining segment representatives. We described each group according to the values of the numerous variables. We focused primarily on the variables of purchasing decision making, in addition to the variables of the seven-dimensional decision-making and the individual's everyday life. We also linked the segments with brand names of beds. More importantly we have proven that segmentation, based on the characteristics of the purchase decision-making, makes sense.
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