Preliminary communication
PROCESS AND IMPORTANCE OF MARKET SEGMENTATION ON THE EXAMPLE OF THE REAL ESTATE MARKET
Boris Marjanović
; Istarsko Veleučilište - Università Istriana di scienze applicate
Robert Pervan
Abstract
Competing in today's markets is a great challenge for all providers of products or services. Markets are heterogeneous in terms of needs, which means different consumers have different needs. In the process of market segmentation, consumers are grouped according to the specific needs they express, which gives a market overview through specific segments. Adjusting the specific offer for each segment ensures that the needs of individual consumers are adequately met which creates a prerequisite for achieving competitive advantage. This paper presents an example of market segmentation as well as its advantages and the practical benefits that stem from it.
Keywords
benefit segmentation, competitive advantage, consumer needs.
Hrčak ID:
241609
URI
Publication date:
27.7.2020.
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