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The first of the five best segments of Carrollton is Country Squires, which consists of wealthy elderly people who left urban areas in search of quiet life in small towns. The segment is characterized by the increased interest in comfort and stability which can be traced in their habits and preferences, such as love for reliable cars and classic rock music. The second segment is Big Fish, Small Pond well-educated upper-class families who, as a rule, do not have kids and enjoy the benefits offered by this freedom. They are highly familiar with modern information technologies and actively participate in the development of their community. The third segment is Fast-Track Families people who schedule their lives in the best interests of their children. They readily engage in active sports and are proficient in time management both at work and at home. The fourth segment is the New Homesteaders young dual-income families, often with children, who organize their child-centered lifestyles using high-tech products and by their high standards for comfort. The fifth segment is White Picket Fences. Its representatives prefer life in town and enjoy watching rather than engaging in sports. Minor differences aside, they resemble the stereotypical household of the previous generation.
An article by John Rampton highlights the most relevant areas of customer behavior research. Internet sales are becoming increasingly more significant, with an estimated volume of spending on B2C e-commerce of more than $700 billion (Rampton). According to the author, the research is first conducted in a range of Internet resources containing feedback from the customers. The data is then disaggregated by several demographics, such as gender, and adjusted to several specific behaviors, such as the tendency to shop using multiple devices, visits to brick-and-mortar stores before online purchase, and the checkout process preferences (Rampton). With these factors accounted for, marketers can produce a comprehensive picture of online consumer behavior.
Work Cited
Rampton, John. A Marketers Guide to Understanding Ecommerce Shoppers in 2016. Forbes, Web.
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