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  • Consumer Segmentation

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    Kapil Bhagwani
    248 Ansichten15 Seiten
    This document discusses market segmentation and strategic targeting. It outlines different bases for segmenting consumers, including demographics, psychographics like personality traits and lifestyles, and consumption behaviors like usage rates and situations. Effective segmentation criteria include identifiable, sizeable, stable, and accessible consumer groups that align with a company's objectives and resources. The key aspects of segmentation covered are identifying relevant consumer segments and developing differentiated marketing strategies to target each segment.

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    This document discusses market segmentation and strategic targeting. It outlines different bases for segmenting consumers, including demographics, psychographics like personality traits and lifestyles, and consumption behaviors like usage rates and situations. Effective segmentation criteria include identifiable, sizeable, stable, and accessible consumer groups that align with a company's objectives and resources. The key aspects of segmentation covered are identifying relevant consumer segments and developing differentiated marketing strategies to target each segment.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Als PPTX, PDF, TXT herunterladen oder online auf Scribd lesen
    Markieren Sie unangemessene Inhalte
    248 Ansichten15 Seiten

    Consumer Segmentation

    Hochgeladen von

    Kapil Bhagwani
    This document discusses market segmentation and strategic targeting. It outlines different bases for segmenting consumers, including demographics, psychographics like personality traits and lifestyles, and consumption behaviors like usage rates and situations. Effective segmentation criteria include identifiable, sizeable, stable, and accessible consumer groups that align with a company's objectives and resources. The key aspects of segmentation covered are identifying relevant consumer segments and developing differentiated marketing strategies to target each segment.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Als PPTX, PDF, TXT herunterladen oder online auf Scribd lesen
    Markieren Sie unangemessene Inhalte
    von 15

    CHAPTER THREE

    Market Segmentation and Strategic Targeting

    Why Segmentation is Necessary


    Consumer needs differs Differentiation helps products compete Segmentation helps identify media

    Chapter Three Slide

    Positioning
    The value proposition, expressed through promotion, stating the products or services capacity to deliver specific benefits.

    Chapter Three Slide

    Criteria for Effective Targeting


    Identifiable Sizeable

    Stable

    Accessible

    Congruent with the companys objectives and resources


    Chapter Three Slide

    Bases for Segmentation

    Chapter Three Slide

    Consumer-Rooted Segmentation Bases


    Demographics Geodemographic Personality Traits Lifestyles Sociocultural
    Chapter Three Slide

    Demographic Segmentation
    Age Gender

    Marital Status

    Family Lifecycle

    Income, Education, and Occupation

    Chapter Three Slide

    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

    Lifestyles
    Psychographics Includes activities, interests, and opinions They explain buyers purchase decisions and choices

    Chapter Three Slide

    Socio-Cultural Values and Beliefs


    Sociological = group Anthropological = cultural Include segments based on
    Cultural values Sub-cultural membership Cross-cultural affiliations

    Chapter Three Slide

    Consumption-Specific Segmentation Bases


    Usage rate Usage situation Benefit segmentation Perceived brand loyalty Brand relationship
    Chapter Three Slide

    Usage rate

    Consumption-Specific Segmentation Usage-Behavior

    Awareness status Level of involvement

    Chapter Three Slide

    Consumption-Specific Segmentation Usage-Behavior


    Usage-situation segmentation
    Segmenting on the basis of special occasions or situations Example : When Im away on business, I try to stay at a suites hotel.

    Chapter Three Slide

    Benefits Segmentation
    Benefits sought represent consumer needs Important for positioning Benefits of media

    Chapter Three Slide 28

    Implementing Segmentation Strategies


    Concentrated Marketing
    One segment

    Differentiated
    Several segments with individual marketing mixes

    Countersegmentation

    Chapter Three Slide

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