In markets where competition is getting tighter and tighter, you have to understand how the consumer positions the various market participants and what choices he makes at the time he takes action.

This knowledge allows us to pinpoint the position of each brand on the market, and the actual competitive pressures that build and, on the basis of this, to identify the changes in position towards areas where the competitive pressures are less severe, while presenting possibilities for actual market conquests. The study of market segmentation can then lead to the establishment of a map of the participants in the market and the various customer typologies that allow us to position ourselves towards the areas where development strategies will prove to be more “comfortable”.


Based on questioning that includes all behaviors, the perception of the various participants in the market, and the attitudes towards each product category, market segmentation allows us to understand competition logic between the various actors and the various channels. These approaches become especially relevant in markets where multi-channels have increased.


To understand a market, you must first observe behaviors and, at the moment when the channels separate, this involves not only buying behavior but also all of the behaviors involved in information gathering prior to the act of buying.


Groupe BVA