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Kindle Fire - Research Paper Example

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Kindle Fire

The decisions made by consumers are affected by this behavior and this is the reason why Kindle Fire will be marketed successfully under the behavioral segment. This approach has increased the Kindle fire sales made over the years. The rocketing sales are also controlled by the demand and supply forces such that when demand on Kindle Fire declines, the Amazon’s sales are drastically affected. Evaluation Under the behavioral approach of segmentation, the customers will be divided under various segments. Consumers will be evaluated based on their usage rate, the benefits gained, loyalty and occasion in which they use Kindle Fire. There are various ways of growing a business. The first method is as aforementioned; to attract new customers and the second way is to retain the already existing customers. For Kindle Fire to continue existing in the market, Amazon has to maintain a strong customer base (Cheshire, 2012). This is only through customer dependability. Customer loyalty is targeted as one of the behavioral approaches of consumers. The strategies applied to maintain the Kindle Fire’s loyal customers are different from those that are used in attracting new customers. Customer loyalty is hence one of the techniques of determining customers under the behavioral segmentation. ...
It will be easier to identify the customer who needs change the product more often than one who does not use one so often. The other way in which Kindle buyers can be segmented according to their behavior is by identifying those who buy on occasions. Freytag and Clarke’s (2001) argument is that buying on occasion is under behavioral segmentation because the customer is likely to target the holidays and festivities when companies come up with offers at discounted prices. Such a customer base may be large since most people tend to save a lot of money for their holidays and festivities. Segmenting the Kindle Fire customer according to the benefits he or she gains is also another way of evaluating the customer’s behavior towards the product. While Kindle’s competitors, such as Google Nexus and the laptops, have their own benefits, some customers may still look for the benefits they gain from Kindle Fire tablets that they cannot get from its competitors. One of the benefits attained from the Kindle Fire tablet and not laptops is that it is easier to transport the Kindle from one point to the other as compared to laptops. A laptop is heavier as compared to the tablet. The Kindle tablet is also beneficial to clients who are always online for business purposes or projects. The other advantage of Kindle Fire over other digital gadgets is that it easily usable in the education industry (Cheshire, 2012). This can be fused with good pricing, 24hr customer support and customization of devices for customers in order to be able to stay competitive in the market. This means using a break-up strategy where the prices are favorable as compared to other devices and being able to pack devices as per the specification of customers. ...Show more

Summary

Marketing Name: Institution: Segment Selection The segmentation approach which will be used by Amazon, to market Kindle Fire will be based on behavioral profile of customers. To attract more customers, segmenting Kindle Fire according to the behavior of the customer is likely to allow Amazon to convert its customers into different groups…
Author : tressashanahan
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