What Is Segmentation Affect Consumer Behavior?

Hanlan, et al. (2006), Hospitality and Tourism industry marketer regard the segmenting of tourism market as one of the critical stage when deciding their product and services in the marketing process. Through market segmentation they are able to identify commonality and study the segment market for their product and service feasibility. This increase the marketer ability to read and predict consumer behaviour so as to foresee societal movement trend and leverage on the market opportunities presented. Historical segmentation norms through demography traditional income, age or gender inclination are not as holistic as lifestyle segmentation which are more relevant with today’s consumers, Aaron et al. (2006). Gonzalez and Bello (2002), paper identify

The authors then show how this model leverage on the 3 elements in Attitudes, Interest and Opinions (AIO) to establish a framework in which consumer decision and behavioural model are based. The 3 elements are being used to explain consumers behavioural guiding their selected purchase on any products or services offered in the market or for marketer to launch into the market Krishnan (2011). The authors define Attitude through a few literature found that attitude in itself is a smaller functional element which arise from a situation or activities. In which they seem to indicate ‘A’ in the AIO as an activities are which how individual decide on spending their time and money. Interests are define as objects or needs in which individual places them in ranking order and shall be fulfilled accordingly. Opinions are interpreted as the knowledge of oneself and how the individual in turn view the world. Through these 3 elements, the authors analyses the effectiveness of tourism industry segmentation and how useful they could explain the consumer behavioural. As understanding these ‘behaviour’ will allow marketers operating in the hospitality and tourism industry to understand and read the market correctly and produce goods and services which could fulfil these segmental needs. As

Their decisions making criteria indicate a preference towards sports and outdoor activities. This segment of consumer behaviour indicates a preference towards short journeys whose destination and accommodation are in rural areas with familiar routine travelling partners. Marketing implications show ‘off the beaten track’ marketing packages will be more effective in reaching out to them.
The 3rd segments which are the Autonomous group are consumers whose lifestyle preference is towards having the freedom and independence to enjoy life. Their decisions making criteria indicate a preference towards outdoor social and night time events. This segment of consumer behaviour indicates a preference for both short journeys in urban areas and long journeys destination to rural areas like the idealistic. Marketing implications should cater to short trip to rural areas and long trips to rural areas with vibrant night activities marketer could reach out to them through direct marketing and