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Abstract With the development of marketing, the concept of market segmentation was put forward. Market segmentation is a marketing strategy which involves piding a broad target market into subsets of consumers, businesses, or countries who have, or are perceived to have, common needs, interests, and priorities, and then designing and implementing strategies to target them. Market segmentation is good for choosing the target market, looking for new markets, focusing labor power and material resources on products and improving the economic benefits. Among lots of shampoo products on the market, Clear is the first segmented in sex, which makes Clear so especial. This paper uses Clear as a model to research the effect of market segmentation on consumer purchase by the methodology of interview and questionnaire survey. From the data of interview and questionnaire survey, we can know accurate market segmentation is good for attracting customers and improving consumers purchase. 27970
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Key Words: shampoo market segmentation consumer purchase
摘 要随着市场营销的发展，1956年细分市场这一概念给商业发展带来了不可估量的影响。细分市场是根据不同的顾客类型和消费者需要的差异性，将消费市场细分为一个个细小的市场，有利于选择目标市场、挖掘新市场、集中人力物力的投入和提高经济效益。在广大的洗发水市场上，产品种类繁多。而其中的清扬洗发水，突破性地从人口细分中的性别细分入手，拓展了洗发水市场中的新型的性别细分市场，这一区别使得清扬洗发水在众多竞争产品中脱颖而出。本文以清扬洗发水为案例，通过深度访谈和问卷调查的方法，调研细分市场这一商业现象对消费者购买行为的多方面影响，通过对数据的整理分析进而得出了研究结论：正确的细分市场可以更好地吸引消费者、促进消费者的购买行为的结论。
毕业论文关键词：洗发水 细分市场 消费者购买行为
Contents
Abstract i
摘要 ii
Chapter One Introduction 1
1.1 Background 1
1.2 Purpose and methodology 1
1.3 Significance 2
Chapter Two Literature Review 3
2.1 Consumer behavior research review 3
2.2 Market segmentation research review 3
2.2.1 Definition 3
2.2.2 Research of marketing segmentation abroad 5
2.2.3 Research of marketing segmentation in China 5
Chapter Three Methodology 6
3.1 An interview on Clear shampoo 6
3.2 The design of the questionnaire on shampoo consumers 7
3.3 The method of the questionnaire and data collecting…..8
Chapter Four Discussion 9
4.1 The analysis of the data 9
4.2 The analysis of shampoo consumers purchase decision factors 12
Chapter Five. Conclusion 13
References 14
Appendix 15
The Impact of Market Segmentation on Consumers' Purchase-Clear Shampoo Segmented in Sex
Chapter One Introduction
1.1 Background
There are so many kinds of shampoo in the market, just like Lux, Schwarzkopf, Rejoice, Dove and so on. And most of them are segmented in functions. Since 2007, the Clear has appeared in Chinese market as the first segment shampoo in sex.
Traditional shampoos are usually segmented in the standard of function, such as anti-dandruff, oil removal, anti-hair loss and so on. At first, Clear was segmented in anti-dandruff, competing with Head&Shoulder. Then it was Clear who was first segmented in sex. Before, nobody noticed the different needs of shampoo for male and female. The advertisements of Clear told the audience the difference of male and female’s hair and scalp. In the announcement, it stressed on the professional research on male shampoo. This concept differs Clear from other shampoo. And soon, Clear has its own loyal consumers.