Consumer Segmentation
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Transcript of Consumer Segmentation
![Page 1: Consumer Segmentation](https://reader036.fdocuments.in/reader036/viewer/2022082623/5451ab2cb1af9f7c318b499f/html5/thumbnails/1.jpg)
Market Segmentation and Strategic Targeting
CHAPTERTHREE
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Why Segmentation is Necessary
• Consumer needs differs
• Differentiation helps products compete
• Segmentation helps identify media
Chapter Three Slide
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Positioning
The value proposition,
expressed through promotion, stating
the product’s or service’s capacity to deliver specific
benefits.
Chapter Three Slide
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Criteria for Effective Targeting
Identifiable Sizeable
Stable Accessible
Congruent with the company’s objectives
and resourcesChapter Three Slide
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Bases for Segmentation
Chapter Three Slide
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Consumer-Rooted Segmentation Bases
Demographics
Geodemographic
Personality Traits
Lifestyles
Sociocultural
Chapter Three Slide
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Demographic Segmentation
Age Gender
Marital Status Family Life-cycle
Income, Education, and
Occupation
Chapter Three Slide
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Personality Traits
• People often do not identify these traits because they are guarded or not consciously recognized
• Consumer innovators– Open minded– Perceive less risk in trying new things
Chapter Three Slide
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Lifestyles
• Psychographics• Includes activities,
interests, and opinions
• They explain buyer’s purchase decisions and choices
Chapter Three Slide
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Socio-Cultural Values and Beliefs
• Sociological = group• Anthropological = cultural• Include segments based on– Cultural values– Sub-cultural membership– Cross-cultural affiliations
Chapter Three Slide
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Consumption-Specific Segmentation Bases
Usage rate
Usage situation
Benefit segmentation
Perceived brand loyalty
Brand relationship
Chapter Three Slide
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Consumption-Specific Segmentation
Usage-Behavior • Usage rate– Awareness status– Level of involvement
Chapter Three Slide
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Consumption-Specific SegmentationUsage-Behavior
• Usage-situation segmentation– Segmenting on the basis of special occasions or
situations– Example : When I’m away on business, I try to
stay at a suites hotel.
Chapter Three Slide
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Benefits Segmentation
• Benefits sought represent consumer needs• Important for positioning• Benefits of media
Chapter Three Slide 28
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Implementing Segmentation Strategies
• Concentrated Marketing– One segment
• Differentiated– Several segments with individual marketing mixes
• Countersegmentation
Chapter Three Slide