SATISFYING INSTALLER NEEDS IN THE UK PARTS MARKET: CAN MARKET SEGMENTATION HELP?

Reports on research which uses secondary information and an extensive telephone survey to consider whether existing approaches to segmenting installers (garages) reflect current customer needs and buying patterns. Examines alternative ways of segmenting the market,along with ramifications for applying segmentation in industrial markets. Manufacturers of car parts are concerned that customer needs are satisfactorily met through the variety of UK installer types. In this, as in other industries, market segmentation is seen as important to ensure that customers receive an appropriate mix of product and service benefits.