Consumer behaviour
Mkg203
Marketing segmentation
Market segmentation is the process that dividing a market into different subgroup based on the customer’s needs and wants or characteristics and to gain a competitive advantage within the segments (Schiffman, Bendall, O’Cass, Paladino, Ward, & Kanuk 2008, p.30). The strategy of market segmentation had been widely adopted in global countries such as China and Australia.
Demographic segmentation:
Demographic segmentation variables involve age, sex, marital status, income, occupation and education (Schiffman et al, 1998, p. 32-33). According to the china population profile (2012) stated that the china is the world’s most populous country in 2011 (1,343,239,923), the age between 15-64 is 73.6%. Also the research anking of Countries with Highest Per Capita Income (2010) showed that resident’s income in China significantly increase in last few decades from 220.00 USD in 1980 to 4393.00 USD in 2012. The China’s large population and increasing purchasing power created a great opportunity to built cooperation between China and Australia.
Geographic segmentation
Geographic segmentation is relate to the location, segment the people living in the same area have similar needs and wants and those needs and wants are different from other segments (Schiffman, Bendall, O’Cass, Paladino, Ward, & Kanuk 2008, p.38). The China’s market can divided into seven regional market, included Northeast China, North China, East China, Central China, South China, Southwest China and Northwest China. South China (Hua-nan) includes Fujian, Hainan, Guangdong provinces and East China (Hua-dong) includes Shanghai, Zhejiang and Jiangsu provinces are two main growth markets in China, those two areas are more advanced in economic system and have more well-off customers than other provinces (Cui&Gu 2000). The geographic feature expressed that Australian’s wine exporters should segment those big cities as their target market in China.
Sociocultural
Marketing segmentation
Market segmentation is the process that dividing a market into different subgroup based on the customer’s needs and wants or characteristics and to gain a competitive advantage within the segments (Schiffman, Bendall, O’Cass, Paladino, Ward, & Kanuk 2008, p.30). The strategy of market segmentation had been widely adopted in global countries such as China and Australia.
Demographic segmentation:
Demographic segmentation variables involve age, sex, marital status, income, occupation and education (Schiffman et al, 1998, p. 32-33). According to the china population profile (2012) stated that the china is the world’s most populous country in 2011 (1,343,239,923), the age between 15-64 is 73.6%. Also the research anking of Countries with Highest Per Capita Income (2010) showed that resident’s income in China significantly increase in last few decades from 220.00 USD in 1980 to 4393.00 USD in 2012. The China’s large population and increasing purchasing power created a great opportunity to built cooperation between China and Australia.
Geographic segmentation
Geographic segmentation is relate to the location, segment the people living in the same area have similar needs and wants and those needs and wants are different from other segments (Schiffman, Bendall, O’Cass, Paladino, Ward, & Kanuk 2008, p.38). The China’s market can divided into seven regional market, included Northeast China, North China, East China, Central China, South China, Southwest China and Northwest China. South China (Hua-nan) includes Fujian, Hainan, Guangdong provinces and East China (Hua-dong) includes Shanghai, Zhejiang and Jiangsu provinces are two main growth markets in China, those two areas are more advanced in economic system and have more well-off customers than other provinces (Cui&Gu 2000). The geographic feature expressed that Australian’s wine exporters should segment those big cities as their target market in China.
Sociocultural