Guideline document for current trends in market segmentation and customer dynamics, marketing research techniques as well as consumers' attitudes for board games and puzzles market.

1.Introduction The identification of individuals with similar needs and requirements (homogeneous) will have significant implications for the determination of marketing strategy (Jobber 2001). Marketers can achieve this identification by categorising these individuals into market segments and deciding of which segment(s) to target (Kotler 2003). Current trends in customer dynamics such as the individual's attitudes, beliefs, intentions, motives, perceptions etc. (CIM study text, 2002) as well as ever-changing environmental factors may influence the variables of which the process …

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