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What is STP Analysis in Market Segmentation about?

The document discusses market research and customer segmentation. It describes the survey stage which involves focus groups and questionnaires to understand consumer behavior and collect product attribute, brand, and demographic data. It then discusses establishing bases for segmentation by analyzing needs and profiles using factor and cluster analysis to group customers. Finally, it describes profiling each market segment based on demographics, media habits, attitudes, consumption habits and using penetrat

Author

Jitendra Sharma

Language

EN