By : Dimas Candrabhaskara, SE (Student of International Marketing)
According to the journal of electronic commerce research titled “Consumer Segmentation Analysis of Multichannel and Multistage Consumption”, marketers can have an insight regarding the patterns of consumer product search experience and perceived information quality both in online and offline channel. Marketing channel for some producers means a very importance because there are some companies that work together to ensure the supply of products or services for the consumers (Kotler & Armstrong : 2012). The decision of the company’s marketing channel will surely effect other marketing decisions.
After running through the analysis, it is concluded that there are three formed segments in the Greater Area Jakarta. Those three segments are divided into Benefit segment, Occasions segment, and Loyalty Status segment. The Benefit segment are those who are primarily care for Quality, Tire Pattern and Particular Needs. The Occasions segment has a characteristic for Long Trip and New Wheels. The Loyalty Status segment portrays their loyalty characteristics based on the Shifting Loyals and Switchers indicator of this research.
The three segments above showed that they have different product search experience and these segments went through online media, events and tire stores directly. For the product information that convince them before they will buy a tire, they will be relying on the product information via online media and in the tire store itself.
From the table above, it is shown that the segment “Online-Benefit Seeker” are those who seek the quality of the tire product by going through various online platforms to gain information regarding the product. The segment “Event-Benefit Seeker” are those who seek the quality of the tire product by visiting certain events to gain information regarding the product. The segment “Modern-Benefit Seeker” are those who seek the quality of the tire product and feel convinced by the product information which is available in the online platform. The segment “Store Seekers” are those who seeks information about the tire product in the tire store during the time before they will go on a long journey or changing to new wheels. The segment “Trust In Stores” are those who will change their tires before they are going on a long journey or changing to new wheels and they feel convinced by the product information which is available in the tire store. The segment “Online-Loyals Seeker” are those who seek information about the tire product through online media before they’re going to change their tires. The segment “Traditional Information Seeker” are those who are going to change their tires and are convinced by the product information in the tire store itself
After looking at the result, we can define the consumer’s behaviour in the market. By recognizing their behavior, marketers in the company can focus on planning their marketing strategy to increase both sales and brand awareness so that loyal and potential consumers can recognize the uniqueness and benefit of the product in the tire industry. It is advisable to plan the marketing strategy carefully towards the formed segments in order to save time, energy and money.
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