Understanding consumer culture: Using psychographics to segment a market.

Ski Aus is a company that makes fashionable, high performance and expensive ski clothing (ski wear). Ski Aus has traditionally segmented the market by clothing type (e.g., ski pants, ski jackets, snow boots), age (adult, your children, teenagers), and skiing expertise level (amateur, intermediate, professional). However, research suggests that the company may benefit by segmenting the market for ski clothing based on consumer psychographics such as values and lifestyle.

Identify 2 consumer values relevant for the ski wear and travel bag markets. Then describe two distinct market segments (one for each of the consumer values you have selected) that the travel bag company could target. Describe some of the key product attributes that customers in each of these two market segments are likely to seek.

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