What is consumer research?
"Methodology used to study consumer behaviour."
What is consumer behaviour?
"The behaviour that consumers display in seeking, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their personal needs."
What is market segmentation?
"The process of dividing a market into distinct subsets of consumers with common needs or characteristics and selecitng one or more segments to target wtih a distinct marketing strategy."
- Schiffman, L. (2006) Consumer behaviour. Toronto: Pearson Prentice Hall.
What is the location of your market?