Marketing experts have selected nine main market segments - groups of buyers with similar preferences and consumption patterns. |
There are certain parameters describing each of the groups, and each group has its own demand curve. In this example, the following parameters are used: income, innovation (or tendency to purchase new goods), practicality (ability to distinguish useful properties of goods from their advertisement), and tendency (affection towards a certain trademark.)
Select various sets of segments and trace groups of buyers to analyze the market. The upper graph shows the demand curve for the group of buyers that was selected last, whereas the lower graph shows the demand curve for the entire market that consists of the selected segments.