Targeting, segmenting and positioning are tactics which work well from the firm’s perspective. How useful are they to consumers?

| May 20, 2014

Targeting, segmenting and positioning are tactics which work well from the firm’s perspective. How useful are they to consumers?

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Some experts suggest that people spend 30% more on average in supermarkets than they initially plan to. Using a recent trip to the supermarket as an example, show how atmospherics and the experience provided enticed you to spend more. Explore your behaviour further by linking your answer to at least one of the following concepts: self concept, decision making model, culture, reference groups and motivation.
What are the major characteristics of materialism and what are their consequences for society?

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