ConsumerAttitude Formation and Change

ConsumerAttitude Formation and Change

Cigarettesmoking has been a burning issue in the health care of millions ofsmokers world over. As such, pharmaceutical companies have venturedinto the development of nicotine replacement therapy (NRT) to savethis population (ASH, 2005). Consequently, products in this line mustbe able to use market segmentation to remain profitable in the highlycontested market. Nicotine patches is an example of such products.

Thetwo target markets that nicotine patch marketers should focus on aregeographic and demographic segmentations. Geographic segmentationentails targeting a particular group of people on bases of theirlocation. For instance, North America and Africa markets aredifferent in terms of priorities. North America being a developedregion has high priority for health than developing nations inAfrica. The type of positioning strategy appropriate for thissegmentation is product application. The marketer must demonstratethe benefits of using nicotine patch for smoking cessation to be ableto market the product (Solomon, 2014). Besides, pricing positioningis critical in this segment as the various markets have differenteconomic abilities. The product can be made considerably affordablein both locations in regard to the economic statuses of thepopulations.

Inaddition to geographic segmentation, demographic segmentation will besuitable for the nicotine patch. The marketer will have to segmentthe market in terms of age, income and education level. Informedpopulation are more willing to stop smoking than less informedpopulation. Middle aged people on the other hand may also be morewilling to stop smoking than teenage or youthful smokers (ASH, 2005).Similarly, in demographic segmentation, price positioning isappropriate. Product process is also suitable for demographicsegmentation. In this strategy, the marketer presents the product asstylish or fashionable to adapt.

References

ASH(2005 May). NicotineReplacement Therapy: UK Market Review.Judy Davis Marketing. Retrievedhttp://www.ash.org.uk/files/documents/ASH_429.pdf (Accessed July 10,2016)

Solomon,M. R. (2014). Consumerbehavior: Buying, having, and being.Englewood Cliffs, NJ: prentice Hall.