Demographic Segmentation
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Transcript of Demographic Segmentation
Mohammad Hammad 200710547
Course Title : PRINCIPLES OF MARKETING
Name: Mohammad Hammad
ID:200710547
Instructor : Reem Ramadan
Date: Friday 16 January,2009
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Mohammad Hammad 200710547
Demographic Segmentation
Age and life-cycle segmentation : Marketing concept that utilizes different marketing approaches for different age categories or different life-cycle segments of the population. The concept is based on the fact that consumer needs and desires change with age.
According to the age and life-cycle segmentation consumers' age categories are divided into four segments:
Child ”Kids”
Young adult, adult, and older adult.
Some companies offer similar products in different versions according to the age and life-cycle segmentation
Age
Consumer needs and wants change with age although they may still wish to consumer the same types of product. So Marketers design, package and promote products differently to meet the wants of different age groups.
Life-cycle stage
A consumer stage in the life-cycle is an important variable - particularly in markets such as leisure and tourism.
Gender
Gender segmentation is widely used in consumer marketing
Income
Another popular basis for segmentation. Many companies target affluent consumers with luxury goods and convenience services.
Social class
Many Marketers believe that a consumers "perceived" social class influences their preferences for cars, clothes, home furnishings, leisure activities and other products & services. There is a clear link here with income-based segmentation
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Mohammad Hammad 200710547
For example, Hamol company in Syria had a product shampoo for child and it developed for women ”according to the age and life-cycle segmentation,
Age and life-cycle segmentation :for Kids
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Mohammad Hammad 200710547
Age and life-cycle segmentation “different age products Gel >Hair styling<”
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Mohammad Hammad 200710547
Gender Segmentation: is commonly used within the cosmetics, clothing and magazine industry
Dividing a market into different groups based on gender
Clothing, cosmetics, perfumes
For Example: Syrian Magazine is work on the similarities between tow genders “male-female”
this magazine used the main page to show different segmentation
“female image &male image”.
Gender segmentation for tow Gender by using favorite man &women characters in the main page.
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Mohammad Hammad 200710547
Gender segmentation: Alnoras company Target Women by gift her 2 k free
Income Segmentation: is another strategy used by many organizations
Dividing the market into different income groups
Cars, financial services ,home
Income Segmentation: this strategy target Income segmentation used many services .
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Mohammad Hammad 200710547
Reference
Parts of information about definitions from http://tutor2u.net/business/marketing/segmentation_bases_demographic.asp “2009/1/16 Friday ”
age & life-cycle segmentation Definition http://www.answers.com/topic/age-life-cycle-segmentation “Thursday ,15/1/2009”
Market Segmentation - Why segment your market http://learnmarketing.net/segmentation.htm “Thursday ,15/1/2009”
Pictures using mobile cam form “alwassela magazine” 2009/1/16 Friday ”
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