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Term paper on the title- Perception of consumers towards niche marketing.
Submitted to
Amity University Jharkhand
AMITY BUSINESS SCHOOL AMITY UNIVERSITY
JHARKHAND RANCHI
September 2021
In partial fulfillment of the requirements for the award of the degree of Bachelor of
Business Administration
Submitted By
Aditya Raj
A36106420027
Under the guidance of
Siddharth Raja Halder
AMITY BUSINESS SCHOOL
Amity University Jharkhand Ranchi

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DECLARATION
I, Aditya Raj student of Bachelor of Business Administration hereby declare that the Project
titled “Perception of consumer towards niche marketing” which is submitted by me to
Department of Management, Amity Business School, Amity University Jharkhand, in partial
fulfilment of requirement for the award of degree of Bachelor of Business Administration,
has not been previously formed the basis for the award of any degree, diploma or other similar
title or recognition.
Amity University Jharkhand, Ranchi
Date: 28.08.2021
Sign. of the Student: Aditya Raj
Name of Student: Aditya Raj
Enrolment Number: A36106420027

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CERTIFICATE
On the basis of Project Report submitted by Aditya Raj, a student of Bachelor of Business
Administration, I hereby certify that the Project Report “Perception of consumer towards
niche marketing” which is submitted to Department of Management, Amity Business School,
Amity University Jharkhand in partial fulfilment of requirement for the award of the degree
of Bachelor in Business Administration is an original contribution with existing knowledge
and faithful record of work carried out by him under my guidance and supervision.
To the best of my knowledge, this work has not been submitted in part or full for any degree
or diploma to this university or elsewhere.
Amity University, Ranchi
Date: 28.08.2021
Signature of Guide (Internal)
Mr. Siddharth Raja Halder
Assistant Professor
Amity Business School, Ranchi
Amity University Jharkhand, Ranchi

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ACKNOWLEDGEMENT
I would like to express my special thanks and gratitude towards Mr.Siddharth Raja Halder sir our
guide and faculty for the subjects Non Teaching Credit Course (NTCC),who helped me in
completing my projects. I came to know about so many new things and for that I am really thankful to
him. Without his guidance it might be difficult for us to complete this research paper.
Secondly I would also like to thank my parents and friends who helped me a lot in finalising this
projects within the limited time.
Aditya Raj
Amity University Ranchi
A36106420027

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Preface
The purpose of conducting this research is to understand and give information on perceptions
of consumer towards niche marketing and how consumer perceives about niche marketing
this research paper also gives information about components of niche marketing, concepts of
niche marketing, positioning of products in niche marketing, survey and analysis on niche
marketing, niche marketing or narrow marketing techniques for modified businesses, smart
marketing techniques for niche businesses, as a part of BBA course and in orders to boosts up
knowledge in the field of management. By collecting informations from different websites
we have conducted and make a research paper on the topic perception of consumers towards
niche marketing. This research paper is based on primary data and the survey is analysed and
conducted on secondary data. Niche marketing is beneficial for companies and entrepreneurs
up to some extents or it totally depends on companies or entrepreneurs that how they utilise
niche marketing strategies.

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Contents Page no.
1.Cover Page 1
2.Declarations 2
3.Certification 3
4.Acknowledgement 4
5.Preface 5
6.Weekly Progress report 8-9
7.Abstract 11
8.Introduction 12
9. Literature Review 12-13
10.Objectives of Research 14
11.Research Methodology 14
12.Survey on niche marketing 14-15
13.How do consumers perceives niche marketing? 15-16
14.Components of niche marketing 17
15.Advantages and disadvantages of demographic 18-19
divisions
16.Illustrations of demographic divisions in marketing 19-21
17.Geographic divisions 21-28
18.Behavioural divisions 28-30
19.Psychographic divisions 30-31
20.Positioning of products in niche marketing 31-33

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21.Concepts of niche marketing 33
22.Narrow marketing technique for Modified businesses 33-34
23.Smart marketing techniques for niche businesses 34
24.Findings 34
25.References 35

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PERCEPTION OF CONSUMER TOWARDS NICHE MARKETING
Aditya Raj
Amity Business School,Amity University Jharkhand
Abstract- This research paper is based on primary data. Niche marketing means targeting any
particular class of customer for example, if Samsung wants to make phone for only middle
class people in India so Samsung company will make phone starting from the range of 5000-
30,000 so that more middle class people can buy Samsung phone and this will help company
to earn more profit. Components of niche marketing are Segmentation and positioning. In
concepts of a niche marketing company or a firm focus on only one group of customer rather
than focusing on different class of customer in marketing segmentation company makes
products for different class of people and in positioning company and firm have to explain
that what this product is all about how it looks like what are its uses how its works what are
its benefits what are the purposes of use its products whether this product is affordable for all
types of customers or not. This research paper is all about literature review, research
methodology, research objectives, introductions and explanations about how consumers
perceive niche marketing. In the components part different types of segmentations have been
explained and about positioning of products has been also explained. This research also
focuses on surveys and also it explains about niche marketing or narrow marketing strategies
for modified businesses. It also talks about smart marketing techniques for niche businesses.
In this paper survey has been explained and analyse on secondary data.
Keywords- niche businesses

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Introduction
A niche market can be explained as the division of a market in which a particular product is
aimed. The market explains product characteristics focused at fulfilling the particular market
requirement as well as the price dimensions, manufacturing attributes and the population that
is planned to target. It is also a smaller market division. Products and services can be produced
completely at an interval to fulfils a niche market.
All the products cannot be explained as a niche market. The niche markets are extremely
functional and are focusing on survival in the market so that they can able to face the
competition easily from various large companies. However, organised companies manufacture
products for various niches. Hp(Hewlett Packard) has a special printing, Scanning and faxing
machine for offices and homes and on the other hand they have another machine for huge
businesses with these similar functions. In rehearsal goods suppliers, buying and selling of
goods and services are known as regular providers of goods and services or the service provider
for a specific class of people. Smaller amount providers generally select niche markets with
limited populations or with limited classes of people as a means of growing their money making
by dividing income by revenues. Niche marketing can be also explained as concentrating
various marketing struggles regarding a particular class of people. Niche marketing has not
been created by anyone but it can be created through advance marketing so that it can help to
sustain in the market for longer duration. Examples of niche marketing are as follows
Woodland companies make rough though shoes for party wearing and for rough tough use and
if woodland wants to target only specific class of customer then either woodland company will
make shoes for only women or it will make shoes only for men and if woodland shoes makes
shoes only for women rather than making shoes for men then it is considered as a niche
marketing.
Literature Review
The tough competition needs the analysis of the modern market liberty and one of these
strategies is to split the big market into smaller markets and focus on it in such a way that it
would create a conservative situation for the improvement of enterprise as it is said by Dalgic
and Leeuw in 1994. In insertion there is an indicator for the reason for choosing niche

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marketing in almost every manufacturing plant for instance aiming on intensely comfortable
for the markets
For the enterprise investment gains compare favourably to its cost developing and improving
the brand during a short period of time and searching different areas and chance for expanding
the enterprise in inclusion to various number of purposes interconnected to prior to
the declared ones by Miller in 1986 Clarke 3 in 2007 Thilmany in 2009 Walker Sands
Communications 2011.
Business Dictionary in 2011 explains niche marketing as a corporate technique which analyses
specific smaller markets and perfectly explained segments and aims on these small segments
of the markets and customising a product to focus on a particular class of customers.
Attentiveness on the smaller and recognisable market so as to acquire the popularity in this
specific segment by Dibb and Simkin in 2001. In turn the purpose of this is to improve the
market segmentation which will permeate the available requirements to create demands in an
already prevailing big market by utilising various methods by Gisheker in 2007 by Shahni and
Chalasani in 1992. To often and Homerville in 2010 as well as Entrepreneur Media in 2011
note that the specified niche market should be compatible and linked with the company's
abilities and providing. Although niche marketing can restrict the overall prospective deals, on
the other hand it will surely boost up the glory of the products and services for the specific
class of people by Green and Krieger in 1991 by Clarke 3 in 2007 and by Dry pen Community
in 2010. According to the ward in 2010 he explained that a niche is a shorter division or a
second division of the huge market which often can be explained on the market feature as an
oligopoly one as it is explained by Bailey and Ward in 2009 as well as by Mazzeo in 2002.
According to Roller and Sickless in 1993 and according to Dutta and Pal by 2007 they observe
that there are different varieties of opportunities and scope for searching the considerably
suitable niche. The illustration involves aiming on fulfilling the requirements of a specific type
of customer particularly in only a fixed stage of distribution cycle aiming only at supplying to
a fixed class of people and also focusing at a specific geographic area explained by Shahni and
Chalasani in 1992 and by Schwart et al in 2002.
Objectives of this research paper

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The objectives of this research paper is to explain on these topics and to explain the components
and concepts of niche marketing. This research paper also focuses on different types of
segmentation and it also focuses on different strategies of niche marketing. This research
explains the niche marketing idea about the specialised business and it also tells about the smart
marketing strategies for niche businesses. Perception of consumers towards niche
marketing has been also explained with various examples and it also focuses on components
of niche marketing and on various segments of niche marketing also this research paper also
explains survey on secondary data.
Research Methodology
This research paper is based on primary as well as on secondary data. A variety of information
has been collected from different sites and from different pdf to understand more about the
topics and its various aspects for writing research papers on this topic survey has been
conducted through primary data. For understanding the various components of this topic
different sites and different pdfs and research papers of different authors have been referred
and survey has been conducted on secondary data.
Survey on niche marketing
Source- Ecomdash.com

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In this bar graph we can see that in the year 2007 global retail sales of clothes and footwear
was above US$160 million and it was between US$160 and US$200. The global retail sales of
food in the year 2007 was in between US$160 billion and US$200billion the global retail sales
of toys in the year 2007 was in between US$200 and US$240 and the global retail sales of
health and personal care in the year 2007 was in between US$200 and US$240. In the year
2008 global retail sales of clothes and footwear was in between US$160 and US$ 200 the global
retail sales of foods in the year 2008 was in between US$200 and US$240 the global retail
sales of toys in the year 2007 was in between US$200 and US$240 and the global retail sales
for health and personal care was in between US$200 and US$240 the global retail sales of
clothes and footwear in the year 2009 was in between US$160 and US$200 the global retail
sales of foods in the year 2009 was in between US$200 and US$240 the global retail sales for
toys in the year 2009 was in between US$200 and US$240 the global retail sales for health and
personal care was in between US$200 and US$240. Global retail sales for clothes and footwear
in the year 2010 was in between US$160 and US$200 global retail sales for foods in the year
2010 was in between US$200 and US$240 the global retail sales for toys in the year 2010 was
in between US$200 and US$240 the global retail sales for health and personal care in the year
2010 was in between US$240 and US$280. The global retail sales of clothes and footwear in
the year 2011 was in between US$160 and US$200 the global retail sales of food in the year
2011 was in between US$200 and US$240 the global retail sales of toys in the year 2011 was.
In between US$240 and US$280 the global retail sales of health and personal care in the year
2011 was between US$240 and US$280 and so on.
How do consumers perceive niche marketing?
Many customers take niche marketing in a positive way and many customers take niche
marketing in a negative way. Many big and small enterprises use niche marketing strategies so
as to sustain in the competitive market. So as to satisfy customers' needs and wants but how
customers think about niche marketing it totally depends on them because many customers
want different types of products at a less price and many consumers want only specific products
at a less price. Majority customers may not be satisfied from niche marketing because this
marketing target only specific class of customer and only specific types of products so it do not
satisfy all class of customers but it satisfy only particular class of people so many customers
think about niche marketing in a negative way but niche marketing is helpful for start up

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companies, startup enterprise, small enterprises, small companies to compete with the bigger
companies and with the bigger enterprise and to remain sustain in the market. Niche marketing
is very helpful for these small and startup enterprise companies to expand their businesses for
the long run because if they start their business by using the concepts of niche marketing then
it will help them to earn more profits as they focus to satisfy the needs and wants of only
particular class of customers and the profit that they earn by using the concepts of niche
marketing will help them to expand their business and this will help them to target different
class of customers to satisfy their different wants and needs. Perception of consumer towards
niche marketing also depends upon the enterprises also that enterprises are providing quality
products services or not to the targeted class of peoples whether they are providing specific
products to the targeted class of people at an affordable rate or not whether they are able to
meet the requirements of targeted class of peoples or not whether the customers are satisfied
or not with their specific products these all factors depend on the perception of consumer
towards niche marketing. For examples earlier HTC are making phones only for rich class of
people starting from the range of Rs50,000 to Rs90,000 and due to this high price and only rich
class people can afford HTC Phone but when company see that they cannot able to make huge
profit and also not able to sustain in the market in India because of large number of middle
class people and population. To sustain in Indian market HTC company thought that rather
than making phone for rich class people they should make phone for only middle class people
so that they can able to sustain in Indian market so they start making phone starting from price
range of Rs5000 to Rs30,000 so this strategy help HTC company to sustain in Indian market
and this will help them to satisfy needs of targeted peoples ie middle class peoples so niche
marketing also helps bigger companies to sustain in the market for longer period of time. These
factors also depend on the perception of consumers towards niche marketing and this will make
customers think in a positive way about niche marketing as it will satisfy their needs and wants.
Customers
Perceptions towards niche marketing also vary from location to location and also population
to population whether it is a middle class population or whether it is a rich class population in
that country. Existence of niche marketing also depends upon the entrepreneurs also whether
they want to use this strategy or not.

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Components of Niche Marketing
Necessary components of niche marketing are segmentation and positioning. Types of
segmentation are Demographic segmentation, Geographical segmentation, psychographic
segmentation, Behavioural segmentation.
Demographic Segmentation
Demographic segmentations divides customers and different product purchasing customers
into various aspects like age, gender, occupation, and family condition. It is a reachable type
of market division as it needs less information to execute as compared to psychographic
division or behavioural division although contributing to more particular quality than
geographical division. There are several techniques to divide market by utilising
demographics.
There are several components demographic divisions are-
1.Age
2.Gender
3.Nationality
4.Income
5.Educational Stage
6.Religion
7.occupation
8.Family layout
The easiest method to select demographic division by utilising components like age gender
income however there are various non featurestics distinctions that they are specifically aiming
for. Income and family structure are specifically utilisable aspects for retailers permitting them
to select several classes of customers that may be attracted in buying particular goods and
services.
Business to Business marketers although mostly they are trusted on occupational division to
make sure that they are marketing their goods to the customers who really buy their goods and
services for their company instead of those people who have no buying capacity like an intern.
Advantages of demographic divisions

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1.BetterExpressions- A divided market permits marketers to represent various information to
various demographic divisions. The identical goods can be presented in various types. For
example a car can be marketed in this way like a car can be a family friendly to parents however
husband wife without children a marketer tells them some other benefits like this car is suitable
for long drives and for long holidays also. Like this marketing ideas should be presented in a
better way.
2.Maximising goods importance- By maximising goods importance marketers make sure that
customers watch their marketing techniques which can be represented with goods and services
which can be useful to them. An advertising presenting a non halal meat goods to a Muslim
will separate the risk and peoples don’t buy for company and enterprises in future.
3.Increasing advertisement level- By understanding illustrations mentioned above marketers
have misused their money in the presentation of non halal meat products to the Muslim
customer as they will not buy their products. Demographic division permits marketers to focus
on the specific class of people and make sure that money will be less misused in advertising.
Disadvantages of Demographic division are as follows
As explained in the above mentioned statements, demographic division will not be the correct
steps for everyone. As marketers are targeting primary information that does not include
genuine public habits and willingness and its efficiency is restricted.
1.Minimum reach-
For instance there are 3 customers in similar demographic divisions so it's not that they need
similar goods.

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2.Utilising incorrect demographic data-
In few circumstances utilising every demographic variable is of no use. For instance if
marketers are trading highly luxury goods, division of the market by profit earnings creates
good impressions on marketers. If marketers are foods in the market by dividing gender then it
is of no use.
Demographics regulate a crucial part in recognising the specific publics however it is necessary
to merge demographics with different categories of market division to obtain the overview.
Illustrations of Demographic divisions in Marketing
As there is such a huge category of demographics that marketers utilise in dividing their
markets there are varieties of ways for using this technique. Some illustrations of demographic
divisions are as follows-
Division depends on age
It is not considered as a universal truth, it is okay to comment that customers of various ages
have various types of needs and wants. By considering these things marketers plan their
marketing strategy which may be a good technique for them.
Division depends on income and occupation
A marketing instruments which is very capable to divide occupation and demographics like
Income bracket and the stages of education that the people have achieved.
Most of the time marketers use it to target students and it is easy to divide as they have unique
needs and wants. However income affiliated divisions are the maximum utilised techniques.
Marketers observe that this tool is very capable as persons in various income categorisation
can have significantly various methods for buying. Roughly speaking, those customers who

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are in lower categorisation mostly get influenced by the amount of goods and services on the
other hand. Customers who have a good earning capacity will purchase better quality goods
and services.
Division based on family background
The last category of demographic division that marketers find is family background and their
life stages. The needs and wants of family members varies as compared to the needs and wants
of individuals. Observing the marital status and family background (for example family
members have how many childrens) and the life cycle of each and every family member.
It includes the education level of their children and whether the customers are purchasing a
house or they live on rent in case of rental whether they are paying their rent or not. At the time
of COVID 19 pandemic department store of kohls perfectly represented and assumed Back to
school operation and they both speak to their parents that they must purchase instruments and
materials for the newly established school however they also ensured that the situation that
they are tackling and the department of kohls aimed that children can able to go to school and
they should also have the access to learn from home during this pandemic.
Division affiliated to cultural conditions
Demographic division also permits marketers to divide their persons based on their nationality,
religion, and income. Although it is the widely utilised functional tools for those marketers
who work in the food sector, specifically for those businesses which trade in foods and product
services from particular recipes.
WaNaHong is an online Asian supermarket dealing specifically with Asian people living
abroad in the United Kingdom. Their websites represent many similar goods and services from
China, Japan, Taiwan and other Asian Countries and they also focus sincerely so that their
customers get satisfied and also provided with the tag lines that their products are represented
in both the languages in English as well as in Chinese.
Division affiliated to gender

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Particularly gender marketing can be a useful tools when implementing it in a particular way
but it is necessary for marketer to think that they give correct information about their products.
Pen producers bic was called two times for utilising lethargic techniques to sold to womens
first they manufacture a bic of her and that was no less than a pink pen and secondly besides
an international women’s day operations and this operations give message to women “look like
a girl” “behave like a lady” “perceive like a man”, “perform like a superior”.
When a marketer is performing a task of gender marketing then it doesn’t mean that to play
with gender patterns however their main aim is on doing perfect, efficient and focused
marketing. For instance our client war paint for men’s cosmetics products that gives
understandable and efficient marketing regarding their selected marketing division from the
product name to the representation of the explaining and their words are clearly understandable.
Division affiliated to age
The images shown by the marketer in which holiday scenes are peaceful and beautiful, the
persons were presented in the stylish shots and are perfectly focused in stylish shots and are
perfectly focused customers’s age dimensions and company went out of the track to represent
unique selling propositions which are necessary for their age divisions, airport pick up door to
door travel service, insurance etc.
It is not important that it will suit to all above 50 years old but those who still want to engage
themselves in exciting tours and adventure and these are not chronicle focused markets anyway
so utilising demographic division in marketing and this techniques makes a lot of meaning.
Geographic Divisions
Geographic division includes dividing your customer according to their region where they live
and work. This can be performed in various ways by dividing customers according to the
country, small geographic segmentation, from one place to another place and postal code of
their place where they live.

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Geographic division may be the easiest way of dividing market so that marketers move their
head all around although there are several ways that can be utilised that companies neither think
regarding it.
The square feet of the area that the marketer aimed at and it must be changed as per the
requirements of the business, honestly saying greater the size of the business larger the area
that marketers are focusing on it. After this among the huge number of audience, focusing on
each and every postal code of that area is not a suitable way.
There are total six components of geographic division that can be utilised to generate customer
division-
1.Location (country, state, city ZIP code)
2.Timezone
3.Climate and season
4.Cultural Preferences
5.Language
6.Population category and density of population (urban, suburban, exurban or urban)
Advantages of geographic division are
1.Simple to execute-
Geographic division is not same as various types of market division (particularly
psychographic and behaviour divisions) as it requires less information.
2.Greater connections of goods and services-
This strategy not only helps in increasing trade but also establishes a good connection between
customer and business. Representing similar products to the persons develops customer
perception about the products and also improves customer satisfaction and decreases the level
of hard work that they are required to give input.

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3.Developing advertisement efficiency-
By introducing a large number of focused advertisements and marketers make sure that most
of their marketing expenditure should incur on targeting their potential customers who are
interested in their buying products rather wasting on those customers who don’t have interests
in buying their products.
It is not right to comment that most of the time implementation of geographic division is the
perfect idea to execute. It has particular utilisation for particular businesses and industries.
Smaller enterprises manufacturing their goods and services local locations and it will give
advantages to the marketers to focus on their marketing in these local locations. Large
enterprises with their goods and services and if these enterprises have their customers' attraction
in their business area or in that particular location then it also gives advantages to the
entrepreneur.
An international producer of huge four wheel drive vehicles they can able to focus on more
consumers as well as they can also able to sell their products in rural areas because peoples can
able to drive more comfortable in rural areas as compare to drive congested in city streets.
Although businesses who deal in their goods and services don't depend on particular locations
to sell their products then they don’t get advantages from geographic division. Customers of
corn flakes are more common in one region and in other regions also.
Geographical boundaries by which to divide
1.Location-
The most obvious thing is that dividing by location gives a lot of choice to the entrepreneur
and to the marketer. It can be a town, any other cities, countries, or any other countries or even
various continents also. This can be utilised to recognise a new geographic location where
marketers or an entrepreneur can expand their business.

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2.Climate or an environment-
Dividing by climate helps entrepreneurs and marketers to recognise where the climate is
suitable for selling and manufacturing their goods and services.
3.Culture-
When describing their focussed markets marketers have to take care of different culture
variations and sentiments. For instance in western countries white colour represents purity,
dignity, peace and cleanliness. Although in china white colour means death, sadness and bad
luck.
4.Populations-
Entrepreneurs and marketers can also target densely populated or different categories of
populations in towns, areas, or cities. For instance fitness chains will never establish gym in
rural areas but demographics strategies can be implemented to focus on the interested
customers.
5.Urban, suburban and rural-
These three various environments require various and particular marketing techniques as
consumer requirements are different. Consumers living in towns and cities have more buying
capacity as compared to people living in rural areas so products are more costly in urban areas
as compared to rural areas.
6.Language-
Not all the countries in the globe want products to be marketed in English. If entrepreneurs
and marketers are running marketing operations as it is necessary to do marketing in local
languages also. Marketers or entrepreneurs must ensure that they are well prepared to enter into
the market if they give information about their products in local languages or languages
required to do marketing according to that area, specific area or locations and if they don’t

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follow this things and they continue to do marketing of their products in English languages
they they. Can't be able to do marketing for a longer period of time in that area. Examples of
geographic divisions are as follows-
Division depends on location
However all geographic divisions include dividing consumers by their area where they reside
and where they work. Marketers and entrepreneurs must ensure that their goods and services
should be available to that particular location. This strategy is very helpful for entrepreneurs as
well as for marketers to establish their infrastructures so that they can able to provide goods
and services to their consumers in those particular areas and in those particular boundaries.
The food box subscription facility oddox has their infrastructure inside the area of London in
recent years. Although they have now expanded their business in other towns and cities also,
Brighton.
For huge worldwide brand divisions by country it becomes more necessary. One brand that
most of the time shine their products to most of the countries Is Mac Donald’s.
Utilizing geographic division, marketers and entrepreneurs were able to focus on consumers
who purchase goods and services for their firms residing in towns and cities and they also
promote their products through social media so that they can able to target their potential
customers in those towns, cities, or in rural areas. Oddbox targets their potential customers
frequently. But after advertisements also consumers are still not aware of their services and
recently people start utilising their goods and services and now the products and facilities are
provided to the consumers also.
Although advertisements has utilised to represent the whole nation however few brands select
to advertise their goods and services for the local areas only so as to target potential customers
in that specific areas or in that specific towns and cities.

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Another brand that had attempted was nike with their “Nothing Beats A Londoner” video. The
video performs a nice job of representing football fans in London by involving key landmarks,
football players of London and daily life styles in London.
It performs so mind blowing that it comes in the top position of YouTube’s progression chart.
It was even showed by national newspapers, tweeted by London mayor Sadiq khan and it
breaks the record of millions of views.
Division depends on time zone
Huge businesses most of the time utilise time zone marketing as it is very useful for them
because they manufacture their goods and services and provide services in different time zones.
This strategy can be also implemented by smaller firms if they manufacture their goods.
And services in other countries which have different time zones such as in the United States of
America.
Email marketing is the strategy that can give many advantages for dividing time zones.
Although major information and announcements should be shared frequently at a confirmed
time, specific email marketing gives more advantages as a result of using email marketing at
specific times of day.
If an entrepreneur and marketer wants their consumers to see their email especially on Monday
morning, dividing by time zones permits their email to come at the top of the inbox.
Division depends on climate and season
There is nothing more miserable than horribly focused advertising excluding a person who gets
caught in a harsh chill winter without a winter coat. Marketing found on climate or season in a
particular location permits them to represent the most useful information to their consumers.
Seasonal offers generally present for a longer duration like the Ingvar kamprad Elmtaryd
Agunnaryd promotion as shown by marketers in the picture and marketed their products as
well as they sell their products to the British consumers also as the summer has just started.

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But this can be terribly time sensitive. For instance marketers promote ice cream for
supermarkets or they sell their ice cream for supermarkets at very high temperatures or during
an unexpected heat wave.
If marketers and entrepreneurs are focusing on a location or an area which is extremely hot
during the months of summer then they must do some creative marketing to attract more
customers. They should advertise Coca Cola during the excessive hot summer.
Advertisement shown in the picture by marketers is in Dallas Texas. During summer seasons
temperature crosses above 35 degree celsius so advertising Coca Cola in these areas is very
beneficial for the marketers as well as for the entrepreneurs to more consumers.
Division based on cultural choices
Different religions will have various ethics that tell whether the consumers have decided to buy
their products or not. In few circumstances religious ethics will be decided by ruling local
religion and long lasting tradition and customs but in many circumstances hidden local habits
any way their local habits and behaviour must be understood and procured for.
One of the biggest regular issues for food producers is religious eating habits barriers.
Companies like Haribo that usually sold gelatin based sweets that utilise slightly adjusted
recipes to fulfils the requirements of particular areas, towns, cities, population etc. The
company of Germany's main manufacturing plant in Bonn, their manufacturing plant in the
United Kingdom established their particular dimensions of sweets. Their base in 99 percent
Muslim-majority Turkey, on the other hand, produces and sells exclusively halal gummies,
which are made with bovine gelatine rather than the swine gelatine used elsewhere.
For marketers and an entrepreneur, it is necessary for them to understand local if they have to
advertise for their products and services. A present instance for this is Toyota’s TV
advertisements for its upcoming car, the Camry.
In all eight commercial advertisements that were advertised to focus on various demographics
all over America.

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Toyota even went one step forward by running their commercial advertisements in between
TV shows whose main audience watched their advertisements. Consumers would watch
various advertisements depending on whether they are seeing Scandal on ABC which has been
watched by a maximum number of African American or Spanish-language networks showing
on TV channels like universe.
Division depended on population Density
Other factors to be taken is the density of population in that area, towns, cities locations that
marketers and entrepreneurs are targeting. Consumers residing in urban locations have various
experiences in buying goods and services as compared to consumers residing in suburban,
exurban or rural regions.
If marketers and entrepreneurs are able to divide by density of population then it is very helpful
for home and garden retailers. Suppose an owner is running his shop full of home customisation
equipment and they can't sell tractors run by electricity for lawn riding when they got chance
then they do the marketing of a manual push reel lawn mower, which consumes little area and
is comfortable for maintaining small gardens.
There is no use of marketing attempts if they don’t consider these geographical factors while
doing marketing.
Behavioural Divisions
Behavioural division is the strategy that segments consumers into divisions based on their
habits structures when communicating with a specific business or sites.
These divisions could involve dividing consumers by-
1.Their behaviour regarding the firm's goods, brands and services.
2.Utilisation of goods, brands and facilities provided by marketers and entrepreneurs.
3.Their buying habits, perceptions and capacities like purchasing goods and services.

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Particularly on occasions like festivals, holidays, birthdays etc.
Apart from the traditional demographic and geographical divisions strategy and using
behavioural information permits them to implement more marketing operations in a perfect
way.
Advantages of behavioural divisions are as follows
1.Developed focusing perfection- Behavioural divisions permits companies to acquire
benefits behavioural variations, improving their marketing conversations depending on that
information.
For example it assists in choosing the correct method for loyal consumers and newly subscribed
peoples. It also explains to various numbers of consumers that comprise of their customers are
adults from the age of 20 to 24, consumers whose passion is to travel across the world and love
to play sports also.
2.Assists in contributing accurate individualise experience- Huge emails with similar
messages for all consumers are now obsolete strategies in today’s world. Marketers and
entrepreneurs need to thoroughly understand their consumers so as to fulfill consumer’s
requirements in an individualised point of view depending on backgrounds they are affiliated
to.
3.Transfers involve customers from the products in which they are not interested-
Marketers choose the focused consumers so that marketers can recognise the consumer’s
involvement stages. It maximises the probability that a firm's products must be purchased by
the consumers who need them.
4.Reduce wastage of money- Behavioural division assists and concentrates on operations so
that they don’t need to spend enough amount on their marketing. It permits them to utilise
shorter time and less materials to sharpen marketing leads and attempt to interact with a
consumer who is not interested in buying their products.

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5.It's easierto keep track of success this way- Marketers can see performance inside every
division and as well as upgrade their performance.
6.Helps in the development of brand loyalty- Behavioural divisions assist marketers and
entrepreneurs to understand how to encourage consumers as well as their audience journey and
make them involved every time. Consumers who are treated personally get more attracted
towards the brand and are likely to get transformed into brand champions.
Psychographic Division
Psychographic division is expressed as a market division strategy where committees are
established based on psychological behaviour that impacts utilisation behaviour depending on
consumers' living status and their choices. It is mostly surveyed depending on how consumers
think and how they want their life to be.
Any company or firm which aims to recognise their customers throughout the whole process
can segment their aims based on division methods. Psychographic market divisions is one of
the most efficient division strategies except demographic division, geographic division, and
behavioural division.
Psychological divisions instances
Few illustrations of demographic divisions are as follows-
1.An ordinary illustration of psychographic division is a luxury mobile production brands
that expertise in modification.
2.This type of luxury mobile is not affordable for consumers of every category. A particular
status of living a life and family salary or family earnings is necessary so that they can able
to buy a costly mobile phone that is modified for every customer.
3.By utilising psychographic market divisions, the marketing members of this luxury
mobile producing company can divide the focused market based on living conditions first
and depending on their lifestyles, behaviours and their personality.

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4.These mobile companies can also estimate the similar inconstant for their competitor’s
focus market as well as perfect choice of a market for their engraving actions.
Benefits of psychographic divisions
1.Recognising consumer habits by understanding their behaviours, habits, living styles, and
social conditions.
2.This division is necessary during the time of modifications of goods and services
engaged.
3.As it gives information about various aspects like living conditions, perceptions, choices
etc it is more efficient as compared to geographic and demographic divisions.
4.It is a prolongation of behavioural and gives choice to segment the population depending
on behaviour or perceptions as well.
A goods and services related company, or an enterprise has to take care of its customers that
they manufacture goods and services for their customers so that they can utilise their goods and
services. Consumer’s choices and expectations contribute crucial roles in construction and
modifying goods and services. Their choices and assumptions changes with time consumers'
perceptions also vary with an increase in family earnings and incomes or an increase in age
and any other demographics factors also. A company or an enterprise can execute properly if
they recognise and identify its consumers perception so that they will able to give that products
Which can run in the market.
Positioning of a product in niche marketing
1.Examine the competition thoroughly-
You won't discover anything unless you undertake a full-fledged deep dive, even if you've
already studied their websites and received the inside scoop on who makes up your

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competition. Create a separate document for competitive analysis. Products and services,
pricing, positioning and branding, and market reputation are the primary categories that BDC
suggests looking at. To gain a complete picture of their reputation, you may need to look at
their internet reviews and any limelight they've received.
2.Then figure out your own in terms of a competitive advantage-
After you've gathered this data, take a close look at your product to see what you do differently.
“Your edge may be a lower price, greater research behind your product's strategy, or more
customer reviews,” says Nuova Luce Beauty entrepreneur Angelo di Simone. “However, you
must understand how companies, enterprises stand out.”
3.Entrepreneur and company should know that how to utilise their capabilities-
If you know what your competitive edge is then they have to keep on marketing their products,
though, Make sure potential buyers understand what they'll get with your goods as opposed to
a competitor's. In TV ads, several household products have mastered this, such as Bounty's
side-by-side confirmation indicating the soaking ability of various paper towels. This is a
perfect example because, despite the fact that paper towels are a niche industry, marketers,
entrepreneurs, and firms have to face less competition. Bounty shown why it is a better option.
4.Companies and firms must utilise their marketing strategy to influence their
consumers-
At last, companies and firms must enlarge their products identification by recruiting motivators
so that they can easily involve the audience as a part of their focused market. This strategy will
be very useful in combative market because companies and firms use advertising techniques
for various purposes depending on the stages of acceptability and assurance that motivators
have created with their consumers in extra time.
It is necessary to do this by first identifying the motivators to make sure that they didn’t utilise
paid followers and paid likes by combining with motivators means brands can directly affect
their required focused consumers. To make this thing possible it is necessary to select the

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motivators that companies and firms are with them by observing their information before
starting working with them.
Concepts of niche marketing
For smaller companies and firms niche marketing provides a level of protection that is often
refused to them if they attempt to strive in division which by morality of their size and their
area, plead to bigger companies and companies with better capitalisation.
Niching or narrowing although should not be observed as a technique restricted to only small
companies or small firms. Amidst the big companies or organisations have to identify the
advantages of niching or narrowing is Minnesota mining and manufacturing company, which
has long achieved much better efficient techniques by recognising aspects of the market which
may not be identified or may not be taken care by others.
However the idea of niche marketing or narrow marketing is the same to market division
besides the foundation of particular requirements prospective markets like dependency. Niche
marketing or narrow marketing permits the firms or small organisations to improve its
positioning and marketing strategy.
Niche marketing or narrow marketing techniques for modified business
1.Companies or firms should know their focused niche market inside the market or
outside the market-
As their goods and services focus on only a particular class of customer so it doesn’t mean that
marketers and firms are not paying attention in focusing on their niche market. So operating an
enterprise providing goods and services with restricted and niche or narrow approach and it
will create difficulty to identify who is their real standard consumer.
Division is necessary to explain a little focused market for a narrow business. Only getting
information about basics like age dimensions, earnings, marital status etc without an in depth

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information of more particulate aspects that their focused markets should have. The narrower
their market the more accurately they know their consumers.
Smart marketing techniques for niche businesses
1.Selecting ways of advertisement sensibly-
Making identification or promoting businesses on social platforms like Facebook, Twitter is
widely popular in recent years. Although these platforms cannot be considered as perfect
strategies for narrow goods or niche goods because these products only target specific types or
class of customers and many consumers comment very badly about these products.
These methods are not suitable for marketing niche products like Facebook advertisements.
These niche products don’t need to be marketed in all the platforms. These methods do not
give much advantages to niche products as it does not give much benefits in the end. To make
niche products successful on social media platforms then these products need to be positioned
in a perfect way to make niche marketing successful on social media platforms.
Findings
In this research I have come across various types of informations and topics different topics
explains different things like in smart marketing techniques for niche businesses it explains
about selecting way of advertisement sensibly because I think that in niche marketing all types
of platforms can’t be used as it focuses on only particular products so niche products can’t able
to gain much popularity on various social media platforms as niche products targets only
particular class of customers and in niche marketing or narrow marketing strategies for
modified business it explains about companies or firms should know their focused niche market
inside the market or outside the market it means before entering in the market entrepreneurs
and companies first of all they should know that which type of specific products they have to
target for which class of customers because if they don’t make plans in advance then it will be
very difficult for them to market niche products. In secondary data analysis I have seen that bar
graph explaining global retail sales of different products in different years in percentage.

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References
Https://www.your articlelibrary.com
Https://www.QuestionPro.com
Https://www.yieldify.com
Https://www.yieldify.com
Https://www.yieldify.com
Https://www.convinceandconvert.com
Https://www.wordstream.com
Https://www.slideshare.net
Ecomdash.com
Https://www.entreprenuer.com