Tata Motors
Market Segmentation
- A framework for determining the right target customers
BA-thesis May 2010
By Nynne Larsen Supervisor: Mariette Ulbæk Aarhus School of Business
Table of contents
1. 2. Summary ........................................................................................................................................ 1 Introduction ................................................................................................................................... 3 2.1 Delimitation ............................................................................................................................................. 4 2.2 Method .................................................................................................................................................... 4 3. Defining a target audience .............................................................................................................. 5 3.1 Market segmentation .............................................................................................................................. 6 3.2 Demographic segmentation .................................................................................................................... 7 3.2.1 Age and life-cycle segmentation....................................................................................................... 7 3.2.2 Gender segmentation ....................................................................................................................... 8 3.2.3 Income segmentation ....................................................................................................................... 8 3.2.4 Generation segmentation ................................................................................................................. 8 3.2.5 Social Class segmentation ................................................................................................................ 8 3.3
- A framework for determining the right target customers
BA-thesis May 2010
By Nynne Larsen Supervisor: Mariette Ulbæk Aarhus School of Business
Table of contents
1. 2. Summary ........................................................................................................................................ 1 Introduction ................................................................................................................................... 3 2.1 Delimitation ............................................................................................................................................. 4 2.2 Method .................................................................................................................................................... 4 3. Defining a target audience .............................................................................................................. 5 3.1 Market segmentation .............................................................................................................................. 6 3.2 Demographic segmentation .................................................................................................................... 7 3.2.1 Age and life-cycle segmentation....................................................................................................... 7 3.2.2 Gender segmentation ....................................................................................................................... 8 3.2.3 Income segmentation ....................................................................................................................... 8 3.2.4 Generation segmentation ................................................................................................................. 8 3.2.5 Social Class segmentation ................................................................................................................ 8 3.3
Bibliography: Literature: Armstrong, Gary & Kotler, Philip (2005) Marketing: An Introduction Upper Saddle River, N.J - Dibb, Sally and Simkin, Lyndon (1996) The market segmentation workbook: Target marketing for marketing managers Routledge, London - Gunter, Barrie and Adrian Furnham (1992) Consumer profiles: An introduction to psychographics Routledge, London, 1992 - Kotler, Philip & Keller, Kevin Lane (2009) Marketing Management Pearson Education International, 13 - Pickton, David & Broderick, Amanda (2005) Chapter 17: Identifying target audiences and profiling target markets In Pickton, David & Broderick, Amanda: Integrated marketing communications, 2.edition, pp.371398