Market Identification
The main questions concerning market identification are provided in the
opening quote of Rudyard Kipling- who, buys what,where, how and why?Regarding
the main questions, David Tonks mentioned that market can be identified by using
a mix of variables which can be grouped into two categories: 'general' and 'behaviour'
(1995:3).Table1 shows the different types of 'general' and 'behavior'
variables.The trem'general' is used for those variables which define and
describe the customers but which do not identify in a direct way acts of
purchase, acquistion or consumption.They thus answer the question 'who?.For
instance, TV region is a general variable which may or may not be associated
with some aspects of buying,owning, or consumption. 'Behaviour' variables answer
the left question- what do people buy and where,when,how and why do they buy
it?For instance,usage rate for a particular brand is a behaviour variable since
it concerns a particular characteristic of consumption. insert taBLE HERE
Regarding that market can be identified by using a mix of variables,
There are 3
keys to identify market:1)which behaviour variabless can be used 2)which general
variables can be used 3)which mix of behaviour and general variables can be
used. 1.Which behaviour variables can be used? A first level scan of a market to
identify suitable variables should create the form of a list to establish all
significant possibilities.Im most cases,the following will be the most
useful(David Tonks,1995). 1)Benefit sought: -What particular benefits or needs
do they expext from the product? 2)Perception and attitudes: How is the product
perceived and what are the attidudes towards the product? 3)Product preferences:
What do they prefer and how do they choose between brands? 4)Product
usage/purchase rates: Are they non-users, medium users, heavy users?
Are they solus users in that they only buy one brand? 5)User/buyer status: Are they
current users, former users, non-users, potential users, regular users, first
time users? Are the buyers of interest as well as the users? 6)Loyalty status:
What degree of brand loyalty do they display?Is it strong,medium,weak?
7)Marketing factor sensitivity? How do they resond to the various marketing
influences? Are they susceptibly to price or to advertising? 8)Purchase
situation and occasion: Is it an impulse or considered purchase?Is the context
social or business?What is the setting for the purchase? 9)Media habits: What
media are they exposed to? The last category,Media habits,is a behaviour varible
which is not,At least not directly, relevant to the product in question.
