Occasion Segmentation
Task 1a Occasion and benefit segmentation
There are many behavioural characteristics of buyers and consumers and one way to segment these groups is to associate their purchasing habits with Occasional and benefit segmentation.
Occasion Segmentation
In its simplest form Occasion segmentation is the process of dividing a consumer group or groups into groups according to an occasion or occasions when consumers purchase or use a product or service. For example some major religious/cultural occasions in Australia worth noting would be Christmas Day and the Easter season, where there would most likely be an increase in the consumer demand for chocolate and wine. Another important occasion would include Australia day where there would be noted increase in demand for alcohol to satisfy the demand for patriotic party goers.
Other examples of occasion segmentation would include Mother’s day, Father’s day, AFL and NRL grand finals and birthdays. These are all occasions.
Many products and services are noted for being popular and very appropriate for Occasions as mentioned above and it is interesting to note that smart businesses are orientating there choice of product and service to cater to these occasions. In my location; Albury/Wodonga; Florists purchase additional advertising space promoting specific occasions where flowers are most popular. You don’t need a marketing degree to know that Mother’s day is one of the peak busy periods for these businesses and smart operators are now gearing the kind of product on offer to suit the occasion. For example one does not just buy a random bunch of flowers for mum; we buy specialised gifts specifically for mothers and include a personalised gift tag appropriate to the occasion.
Some purchases are based on major occasion as stated above however we should also include seasonal occasional segmentation i.e. Sun block cream and mosquito spray for summer or electric blankets and warm pyjamas for winter. We can also use occasion
There are many behavioural characteristics of buyers and consumers and one way to segment these groups is to associate their purchasing habits with Occasional and benefit segmentation.
Occasion Segmentation
In its simplest form Occasion segmentation is the process of dividing a consumer group or groups into groups according to an occasion or occasions when consumers purchase or use a product or service. For example some major religious/cultural occasions in Australia worth noting would be Christmas Day and the Easter season, where there would most likely be an increase in the consumer demand for chocolate and wine. Another important occasion would include Australia day where there would be noted increase in demand for alcohol to satisfy the demand for patriotic party goers.
Other examples of occasion segmentation would include Mother’s day, Father’s day, AFL and NRL grand finals and birthdays. These are all occasions.
Many products and services are noted for being popular and very appropriate for Occasions as mentioned above and it is interesting to note that smart businesses are orientating there choice of product and service to cater to these occasions. In my location; Albury/Wodonga; Florists purchase additional advertising space promoting specific occasions where flowers are most popular. You don’t need a marketing degree to know that Mother’s day is one of the peak busy periods for these businesses and smart operators are now gearing the kind of product on offer to suit the occasion. For example one does not just buy a random bunch of flowers for mum; we buy specialised gifts specifically for mothers and include a personalised gift tag appropriate to the occasion.
Some purchases are based on major occasion as stated above however we should also include seasonal occasional segmentation i.e. Sun block cream and mosquito spray for summer or electric blankets and warm pyjamas for winter. We can also use occasion