Market segmentation: We divided the market segmentation criteria into 3 main groups: Segmentation criteria profile psychographic bahavioural Socio-economic: -disponible Income: -more than average disponible income -less than average disponible income lifestyle: -luxury orientated -value orientated benefits soughts: - price conscious - quality conscious - image conscious - ethical conscious geographic: -location: -urban area -non urban area Buyer habits: -Super/Hypermarkets
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Differences Important tools for segmentation They include: Demographics‚ psychographics and personality Consumer Motivation (Chapter 8) Consumer Knowledge (Chapter 9) Consumer Beliefs‚ Feelings‚ Attitudes and Intentions (Chapter 10) Analyzing and Predicting Consumer Behavior Demographics is the size‚ structure‚ and distribution of a population Marketers use demographic analysis as market segment descriptors and in trend analysis I- Demographics A- Structure of Markets B- Geographic
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Study of a demographic segment and its sub segment falling in the age group 18 year to 25 years Saneel Gaonkar IBS Gurgaon Study of a demographic segment and its sub segment falling in the age group 18 year to 25 years Introduction Different kinds of people display different buying patterns even in a segment of age group 18 years to 25 years. This truth is well understood by those people who are
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Geographic Segmentation Geographic segmentation calls for dividing the market into different geographical units such as nations‚ regions‚ states‚ counties‚ cities‚ or even neighborhoods. A company may decide to operate in one or a few geographical areas‚ or to operate in all areas but pay attention to geo-graphical differences in needs and wants. ACI Logistic Ltd (shwapno) today is localizing their products‚ advertising‚ promotion‚ and sales efforts to fit the needs of individual regions
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Demographic segmentation divides the market into groups based on demographic variables including age‚gender‚ family size and life cycle. The following four variables are examples of demographic factors used in market segmentation: 1. Age : Consumer needs and wants change with age. The marketing mix may therefore need to be adapted depending on which age segment or segments are being targeted. Case Study : The lure of generation Y With a plethora of anti-ageing products flooding the market‚
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2.1 Geographical Traits: Mauritius is considered a paradise island‚ with beautiful beaches‚ that stretches 48km to the west and 62km to the north‚ with a total surface area of 1800km2. Mauritius is divided into 9 districts. Due to it its size‚ the geographical aspect allows us to target the entire island. Urban population refers to the population in the five Municipal Council Areas defined according to proclaimed boundaries ‚ whos resident make up the urban population of a total of 42% INDEX
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FOM Group Work Educational Tablet Research Psychographic Segmentation Lifestyles: Activities and interests Activities: many students from all over the world as well as educational bodies descend upon the International Consumer Electronics Show(CES) every year to find out what the brand new technology is about to hit the streets. They do this as it enhances the possibilities for what can be made possible for the classroom. There are things such as the Oculus Rift which is a virtual reality headset
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DemographicSegmentation The word demographic can be related to the structure of populations or a particular sector of a population. Most of the marketers nowadays believed that the demographic segmentation bases are the most popular and practical segmentation bases. Kotler(1984‚ p. 255) states that “demographic variables are the most popular bases for distinguishing customer groups”‚ possibly because the ease with which this kind of data can be collected. Demographic segmentation divided the market into groups
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Psychographic Segmentation -Income and occupation We have set target for customer that from their income and work as employees in the Kuching. Most of people that live in Kuching city having the high- income because work in big city and also the employees sometimes running out time to go work just buying the fast food. Hashi burger is currently new sale for Malaysian‚ people may be want to try the product to know how the taste of the burger. The camel milk also be targeted because
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Behavioral Segmentation for e-Tail Personalization by Douglas L. MacLachlan Professor of Marketing University of Washington Business School Box 353200‚ Seattle‚ WA 98195-3200 (206) 543-4562 macl@u.washington.edu June‚ 2003. Behavioral Segmentation for e-Tail Personalization Abstract A multichannel retailer desires to develop a personalization strategy for customers who agree to receive e-mail communications containing imbedded Internet purchase appeals. Using customers’ transactions
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