market segmentation n.
Skip this Video
Loading SlideShow in 5 Seconds..
Market Segmentation PowerPoint Presentation
Download Presentation
Market Segmentation

Loading in 2 Seconds...

play fullscreen
1 / 18

Market Segmentation - PowerPoint PPT Presentation

  • Uploaded on

Market Segmentation. AS Business Studies Marketing. Look at the other students in the class what characteristics do you all share?. What kind of products are you interested in?. Market Segmentation.

I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
Download Presentation

PowerPoint Slideshow about 'Market Segmentation' - kaycee

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.

- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
market segmentation

Market Segmentation

AS Business Studies Marketing

market segmentation1
Market Segmentation

Market segmentation involves the division of larger markets into smaller groups of consumers who share similar characteristics

demographic segmentation
Demographic Segmentation

This is about people in general and will include details about:

  • Age
  • Gender
  • Family size
  • Income levels
  • Ethnic background
  • Occupation
  • Education
  • Religion
  • Socio-economic background
socio economic classficiations
  • Uppermiddleclass
  • Middleclass
  • Lowermiddleclass
  • Skilled manual workers
  • Workingclass (mostlyunskilled manual workers)
  • Casual (part-time workers)
  • Anindividual´s social classcouldhave a greatimpactontheirspendingpatterns
acronyms for classifications
  • DINKY (UK) – Doubleincome, no kids
  • YUPPIE (USA)….youngurbanprofessional)
  • NILK (UK) – no income, lots of kids
  • WOOF (UK) – well-off older folk
psychographic factors also determine spending habits
Psychographicfactors – also determine spendinghabits
  • Lifestyle
  • Attitudes
  • Personalitycharacteristics
  • Etc….
geographic segmentation
Geographic Segmentation

This will include details about where people live including :

  • Region
  • Post code groups
  • Whether they live in a rural or urban area?
benefit segmentation
Benefit Segmentation

Based on people who want the benefits the product offers

  • Why do users use a particular product or brand as opposed to any other?
  • What are the common characteristics of people who use particular brands or products?
behaviouristic segmentation
Behaviouristic Segmentation

This looks at the typical behaviours of groups of customers and includes details about:

  • frequency of purchase
  • loyalty to particular products or brands
consumers of cigarettes
Consumers of Cigarettes
  • Slobs (27%)
    • downmarket, likely to live with parents, no further education, unconcerned with diet, health, appearance or company promotions but wanted a 'strong' cigarette
  • Aspiring Sophisticates (20%)
    • Mainly 18-24 year old men. Few go on to higher education but would view their job as a career, image conscious, enjoyed the pursuit of pleasure and viewed Marlboro as a 'trendy' cigarette that reflected their image.
consumers of cigarettes1
Consumers of Cigarettes
  • Conservatives (28%)
    • Higher income; educated, image and fashion conscious . This group were looking for a mild tasting cigarette.
  • Worriers (25%)
    • Worriers were predominantly women who were health conscious and concerned about their financial state, the environment and the future but not concerned unduly with their image
reasons for market segmentation
Reasons for Market Segmentation
  • Sell more products
  • Gain greater knowledge about its customers
  • Target particular groups
  • Help to prevent ineffective promotion
  • Help to market a wider range of differentiated products
practice page 260
Practice – Page 260
  • Read and discusssnumber 7