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1) One of the most important steps in segmenting the market is determining the segmentation variables. These variables can be categorized in Demographic, Psychographic, and Behavioristic. In segmenting the market for New Beetle, the results of the Arnolds Communication research on the Beetle consumers can be helpful. This research reveals the fact that VW Beetle consumers are young, slightly affluent, more educated and having different lifestyles and they enjoy more active driving style. So in terms of Demographic bases, Age, Gender, Income, Generation, Education, Occupation, and Family Life Cycle variables can be used in segmentation. In terms of Psychographic bases, as the lifestyle is an important characteristics of the Beetle customers, Activities, Interests, Opinions and Attitudes variables can be used to segment the market. In terms of Behavioristic bases, the important variables may be Benefits sought, Brand Loyalty, User Status and Readiness to Buy in order to understand the......
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Title: New Beetle Case
Approximate Word Count: 405
Approximate Pages: 2 (250 words per double-spaced page)
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