12 marksPrinciples of Market Segmentation and Consumer Behaviour

CAPE Management of Business Unit 2 · 2011 · Paper 2 · Question 4(b)

Discuss THREE advantages that Silk Fashions could realize from segmenting the market.

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4(a)State THREE features of the focus group methodology.[6 marks]
4(c)(i)Identify THREE primary bases on which Silk Fashions could segment its consumer market.[3 marks]
4(c)(ii)Describe any TWO bases of market segmentation identified in (c)(i).[4 marks]

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