Mkt 571 Segmentation And Target Market Research Paper
Segmentation and Target Market Paper
Christopher Reynolds
MKT/571
November 11, 2013
Bernie Cerasaro
Segmentation and Target Market The flooring industry is a very competitive one, and this paper will discuss the market segmentation within the flooring industry while also determining the target market of O’Boyle Flooring. Market segmentation is a tool that is used to identify ways to improve the services of the company while growing revenues (Zuckerman, 2002). Market segments fall into three main categories of demographic characteristics, income categories, and geographic locations. In targeting the specific target market, the paper will evaluate psychographic and behavioral characteristics of the consumer who O’Boyle Flooring will want to attract to their store. Finally, this study of O’Boyle’s Flooring will create a positioning statement for the company.
Market Segmentation O’Boyle Flooring has identified two market segments it will target: females between the ages of thirty-five and sixty-five and households with incomes over one hundred …show more content…
The demographics that O’Boyle Flooring will concentrate on are females between thirty-five and sixty-five, both married and unmarried, with household incomes over one hundred thousand dollars, and home owners in their town. This targeting of the specific demographics will allow O’Boyle Flooring to maximize their advertising dollars, attracting the right consumer to purchase their products. This demographic of buyer is generally more educated and more sensitive to the environment within their home and in general. O’Boyle’s clean and green installation process, along with their recycling program of the old carpet or flooring will position O’Boyle’s as the flooring company that cares about the health and well being of both the community and the
Christopher Reynolds
MKT/571
November 11, 2013
Bernie Cerasaro
Segmentation and Target Market The flooring industry is a very competitive one, and this paper will discuss the market segmentation within the flooring industry while also determining the target market of O’Boyle Flooring. Market segmentation is a tool that is used to identify ways to improve the services of the company while growing revenues (Zuckerman, 2002). Market segments fall into three main categories of demographic characteristics, income categories, and geographic locations. In targeting the specific target market, the paper will evaluate psychographic and behavioral characteristics of the consumer who O’Boyle Flooring will want to attract to their store. Finally, this study of O’Boyle’s Flooring will create a positioning statement for the company.
Market Segmentation O’Boyle Flooring has identified two market segments it will target: females between the ages of thirty-five and sixty-five and households with incomes over one hundred …show more content…
The demographics that O’Boyle Flooring will concentrate on are females between thirty-five and sixty-five, both married and unmarried, with household incomes over one hundred thousand dollars, and home owners in their town. This targeting of the specific demographics will allow O’Boyle Flooring to maximize their advertising dollars, attracting the right consumer to purchase their products. This demographic of buyer is generally more educated and more sensitive to the environment within their home and in general. O’Boyle’s clean and green installation process, along with their recycling program of the old carpet or flooring will position O’Boyle’s as the flooring company that cares about the health and well being of both the community and the