It has been seen in all industries that provide consumer goods that it is very difficult to satisfy all the needs of all consumers being that no two different individuals tend to share the same like and dislikes. For an industry to say it would want to satisfy the wants of each and every one of it consumers, that would entail it making customised products which would basically be a waste of resources. This situation arises because we are in a heterogeneous market and the only way to satisfy everyone is by offering tailor made or bespoke products. Though two separate individuals may purchase the same branded products, their reasons for purchasing it. For this reason market segmentation is needed. Market segmentation is used to divide customers in-groups under similar needs and wants, purchasing power, buying habits and buying attitudes, trying to increase their satisfaction. But to do this would not give a detailed view to the market thus the use of segmentation variables or b!

A segmentation variable is the characteristics and responses individuals, groups or businesses that are used for dividing used for dividing a total market into segments. During the sele

5. How would you rate the services in the Venue at present?

2. Management research, an introduction, Mark Easterby-Smith, Richard Thorpe, Andy Lowe

The third step would be the collection of data. This could be achieved through the use of exploratory studies which is the flexible data gathering used to discover the general nature of a problem and the factors that relate to it. It could also be done through the use of descriptive and causal studies. In this situation this cold be achieved by the questioning of knowledgeable sources like staff in the venue.

The "Venue", the University of Kent's late night facility wishes to improve its services to students. Design a research instrument to identify the benefits consumers seek from this facility, and explain how it should be administered to the student population.

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Approximate Word count = 1509
Approximate Pages = 6 (250 words per page double spaced)