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2.GenerationDifferent generations, based on incessant changes in fashion and taste, have different needs and wants. Baby boomers on the other hand want more stable and reliable products and services, but all of them seldom have hand phones. Generation X are much concerned about the quality, for example the coverage of the Maxis Berhad services. However, the generations Y are more interested in the innovation, price and also convenient o products and services.14 | P a g e
3.IncomeMaxis Telecommunication Berhad services are often great for customers in the same income group but the high and middle income groups seem to be more due to the fact that the prices are slightly higher compared to the one of competitors.3.1 Psychographic segmentationPsychographic segmentation is also applied by Maxis to determine prospective customers’ lifestyle in the telecommunication sector in Malaysia. This involves opinion, attitudes as well as value. Maxis then realizes that people in Malaysia mostly rely on telecommunication in order to deal with their social life and activities, businesses and entertainment. Particularly, when there is a big social group, communication become very significant. Majority of Malaysia citizens believe strongly that telecommunication is important at anytime and anyplace especially the businessmen. However, the coverage service and quality are highly significant to Maxis in order to sustain in the industry. For this reason, Maxis has been continuously building strong and great value and boosts belief of Malaysia citizens in such as way Maxis stands to be the company providing greater quality service while having wide coverage in the Malaysia territory. 3.2 Behavioristic segmentation3.2.1Benefit soughtMaxis Berhad unraveled that the importance of product benefit to the potential consumer is very vital. It's not just providing the mobile phone telecommunication and access internet service to every Maxis subscriber but ensure consumers get what they expect from the company. Of late multiple product characteristics are relevant to compete with other homogenous products. The customers considers how product benefits them before purchasing. They do not want the product 15 | P a g e
to just fulfill the basic need but maximize satisfaction. Besides that, the customer is concerned about the quality, security and service of the product.3.2.2Usage RateMaxis telecom also test the customers’ usage rate in the industry. This is basically the extent to which and amount customers are willing to spend for a particular product within a precise period.Hence, considering the usage rate, customers are sectioned in light, medium, heavy or even switches regarding usage. Thus, the classification was basically done considering some factors such as customers spending more than RM150 monthly being heavy usage class. Then, medium usage class were customers spending RM50 to RM150. Meanwhile, customers spending less than RM50 monthly were said to be in light usage class. Subsequently, Maxis also noticed that