Fran's Blogger Blog

     Consumers today consistently support brands that align not only with their values and beliefs but also with their personalities and lifestyles (Babin & Harris, 2021). Market segmentation is essential for organizations to attract consumers with shared values and deeply connect with them by meeting their wants and needs. Babin & Harris (2021) define market segmentation as dividing a market into groups based on the distinct demand curves associated with each group. With the implementation of market segmentation strategies, Under Armour was able to surpass some of the biggest sportswear companies in a short period ( Under Armour's Willful Digital Moves , 2016).  Market Segmentation      Under Armour utilized demographics, psychographic, and behavioral market segmentation to better attract its target market and quickly become one of the top sportswear companies in the world. The article Under Armour's Willful Digital Moves mentions the var...

 Have you ever wondered how many different products and services exist for us consumers? How do companies ensure their products or services are worth consumers' hard-earned money over competitors? Various types of consumers are driven by their personalities, lifestyles, and self-concepts when purchasing (Babin & Harris, 2021).     For example, I consider myself a consumer who is an experiencer motivated by novelty and excitement when making most of my purchasing decisions. As an experiencer, I receive excitement from purchasing something new or unique. Unique products make me feel different, so when companies offer products or services that spin heads (good or bad), I enjoy them. I often buy products or services that excite me, whether a truck to take my dogs on a ride or a new detailing from the local detail shop that includes my favorite scent for free. When companies differentiate themselves from others and offer products or services that benefit consumers' li...