Abstract:
This paper presents benefit segmentation as a tool which in conjunction with other consumer information helps obtain directions for new products catering to the mobility needs of different segments. Based on a large qualitative and quantitative exercise carried out on the two-wheeler market (motorcycles scooters and mopeds) in India with a view to providing new product directions the study revealed clear expectations and image perceptions associated with different forms. As the market is not evolved the usage pattern of most owners of two-wheelers were quite similar barring a few variations. A benefit segmentation exercise revealed seven distinct segments among urban consumers with distinct functional and emotional needs. The preferences of different segments to a set of two-wheeler profiles enhanced the actionability of the benefit segmentation information. A benefit segmentation exercise in conjunction with a trade off or a conjoint module would provide both product and communication cues for changing the marketing mix or for developing new products in line with the mobility needs of consumers.
Research Papers
"So many different suns"
Catalogue: Asia Pacific 2012: Asia Kaleidoscope
Authors: Sangeeta Gupta, Shobha Prasad
 
April 17, 2012
Research Papers
Racing past the barriers
Catalogue: Congress 2007: Excellence
Authors: Poonam V. Kumar, Prasad Narsimhan
Company: KANTAR TNS Malaysia
September 19, 2007
Research Papers
Pre market evaluation of new consumer durable brands in Asian markets
Catalogue: Asia Pacific 2010: Eyes on Asia
Authors: Raghavan Srinivasan, Mahesh Agarwal, Dadang Arie Stiawan, K. Vijayakumar
Company: KANTAR TNS Malaysia
April 20, 2010
