Consumer Behavior

Introduction According to Philip Kotler “Market segmentation is sub-dividing a market into distinct and homogeneous subgroups of customers, where any group can conceivably be selected as a target market to be met with distinct marketing mix.” In other words, Market Segmentation is a method of “dividing a market into smaller groupings of consumers or organizations…

INTRODUCTION: Procter & Gamble (P&G) is an American company headquartered in downtown Cincinnati, Ohio, USA. Its products include foods, beverages, cleaning and personal care products. In 2011, P&G recorded $82.6 billion dollars in sales. Fortune magazine ranked P&G at fifth place of the “World’s Most Admired Companies” list, which was up from sixth place in 2010. Procter & Gamble is the…

Introduction Nike produces a wide range of sports equipment. Their first products were track running shoes, tennis, soccer, and wrestling & basketball shoes. They currently also make jerseys for a wide range of sports including track & field, football, baseball, tennis, soccer, lacrosse, basketball and cricket. The most recent additions to their line are the…

Introduction Nike is a multinational corporation whose headquarter is located in Beaverton, Oregon.  It is among the top suppliers of apparel, sports equipment and athletic shoes in the world. It manufactures, designs, develops and markets apparel, footwear, accessories, equipment and provides services worldwide. It has more than seventy thousand employees worldwide, with revenue of more…

The practice of consumer behaviour is often misunderstood as only helpful to the advanced and larger firms whereas it is not the situation. Consumer behaviour is useful for almost all firms whether it is a small size firm or large firm. In modern era, the firm that operates without analyzing consumer behaviour will not be…