A Study of Consumer Segmentation on the Romanian Coatings Market

AbstractSegmentation and efficient execution of marketing campaigns are marketing tactics generally recognised to generate business actions and create measurable value. The process of segmentation and the subsequent call to action provides however no guarantees of success measured in sales volumes, due to numerous influences during the process of implementation. Consumers build their decision-making mechanisms in relation to their cultural and social programming, to their access to brand and product information, on quality and price. Poor information in relation with intense advertisement affects both consumers behaviour and retail market structure.Our analysis examines whether segmentation efforts create value for the business, against the background of the Romanian coatings industry, in times of prolonged recession, unstable political climate that generate particular consumer features. Does segment profitability produce schemes with financial impact? Should differentiation be analyzed in relation with the local cultural and demographic patterns