Price Sensitivity of the Segments Superquinn Servicing

Price Sensitivity of the Segments Superquinn Servicing:

Superquinn segmented their customers in different ways. By efficient segmentation they are able to target different customers based on their taste and habits. They have segmented their customers on the basis of the convenience. That is they are providing two different operating stores, Superquinn Select and Superquinn. Superquinn Select is the small convenient store provided by the company. They are targeting the customers who prefer to shop on the go that is those who want to shop quickly. And Superquinn stores are the big supermarket stores offered by the company. By those big stores they are targeting the regular affluent customers, who want buy large number of products. The Superquinn Select customers are less price sensitive when compared to the Superquinn customers. They just want to get their stuff quickly from the store and they won't study much about the changing prices. But the Superquinn customers will comparatively more price sensitive, but to a much low extent. The price of the Superquinn products is overshadowed by the quality and customer loyalty and so the sensitivity is very low comparatively.

The next two segments are based on the customers. They are the regular customers and the intermittent shoppers. They are maintaining the customer loyalty using their reward card. Thereby they are urging customers to come again. The regular are not sensitive to the prices and they are just concentrating on the quality of the products. But the intermittent customers are more price sensitive. They will know more about the prices before they shop. The customers in this segment will be closely monitoring the price fluctuations of the products.

Another segmentation done by the company is in their price range. The segments are Superquinn essentials, Superquinn and Superior quality. Each of the segments differs in the price. Superquinn Essentials are those product range with low prices when compared to the other brands. They are targeting the price conscious customers with this brand. They will be highly price sensitive. The Superquinn products are those are offering with medium level prices, which targets the normal people, who are looking for the product value. They will also be more sensitive to the price changes. The Superior Quality brand offers high quality and high prices. The affluent people whom they are targeting are not at all sensitive to the prices, but they are sensitive only to the quality.

Superquinn is targeting another segment of customers who drive or who has their own cars. Superquinn is offering customers a 5 cent reduction in fuel prices if they purchase for €50 or more. They also seem to be less price sensitive. Even if the they are price sensitive, it will be over shadowed by the extra value or offer provided by the company.

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