Gathering information for segmentation purposes will most likely be done by survey. It may be advantageous to enlist the support of a marketing or Customer Relationship Management service provider in this effort. The most important thing is to gather an effective amount of the most valuable information. Using more than one segmentation method will provide
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Different methods can be employed when dividing a broad market into smaller segments. Each method utilized will yield different information concerning the target market. A frequently used segmentation method is geographic. This alternative was not included in this writing as automotive repair businesses generally service a specific geographic area. Demographic segmentation is based on personal
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A niche market refers to a group of people within a larger market that possess similar interests. In automotive repair a niche market can be defined in a number of ways such as demographically (age, gender, etc.), make of vehicle driven, business or consumer and more. Niche marketing can be an effective way of gaining
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A market follower strategy is employed by companies that want to allow a market leader to bear the cost of developing a new product or service offering then introduce their own version. The follower can often provide the same offering at a lower cost as they don’t need to recoup the higher cost of introducing
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A market challenger has a smaller piece of its target market than the market leader but is in a position to compete and increase market share. The market leader may have more resources available and be in a stronger position to acquire and retain customers so the challenger must be judicious in choosing the best
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Attaining a leadership position in the market can stimulate business growth and success. The first prerequisite to reaching a leadership position is a clear definition of the market. In automotive repair it becomes readily apparent that a finite geographic area can encompass many markets. There can be consumers and businesses. And further breakdowns can be
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After a buying experience customers tend to go through an evaluation of the decision they made to make a purchase. This is called cognitive dissonance – often referred to as ‘Buyer’s Remorse’. People tend to lean more toward the negative side of this evaluation as self-doubt tends to creep in. Relationship building and communicating appreciation
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When a consumer purchases auto repair services there are different points in the process that will formulate the quality of the experience in their mind. Every interaction meets, exceeds or fails the customer’s expectations. From vehicle drop off through the repair process to upselling and finally vehicle delivery all elements combine to become the service
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When a consumer decides to search for possible alternatives for auto repair service there are specific factors that will affect their choice. Different factors carry more weight than others depending on the individual. Convenience and amenities can be important to some consumers while others may be more concerned with safety or price. But regardless of
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When a vehicle owner decides to search for an auto repair service provider they will generally go through a series of information sources to find alternatives. The first source considered is the current provider along with other repair shops they know or have heard of. Marketing comes into play here as a consumer will include
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