Marketing Communications Plan Development Based on Consumer Behavior Analysis

Consumer segmentation is a powerful tool not only for describing target segments but also for understanding the consumer behavior of the representatives of these segments. This project presents some potential findings about generational segmentation in terms of consumer behavior analysis with aim to develop marketing communications plan. While generational segmentation is based on the people’s time of birth and considered their values and beliefs, consumer behavior analysis is needed for using this type of segmentation in order to make marketing communications more precision. Consumer behavior was analyzed through in-depth interview and survey. The results of this project present implications for retail clothing store in which a target audience is divide into several generational groups. The findings contain recommendations on how retailers should build communications with these segments. The investigation helps to make an informed decision about differences between generational segments in the perception of marketing messages.