XYZ Company launches soft drinks.

As marketing manager I suggest the following variables for segmenting the market of soft drinks:

1.0 Geographic Segmentation:

eographic segmentation means dividing the market into different geographical units such as nations! regions! states! countries! cities. "n the other hand #egmentation of consumers based on geographical factors such as location! weather! topography! population density! etc.

2.0 Demographic Segmentation:

Company should dividing the market into groups based on variables such as age! gender! family si$e! family life cycle! income! occupation! education! religion! race! generation and nationality. %emographics can be used to help companies develop products that meet current and future consumer needs.

Age and Life-cycle Stage:

%ividing the market into different age and life&Cycle groups. #egmenting the consumer market by age groups is useful for several products. 'or e(ample! the youth market )appro(imately * to +,- influences how their parents spend money! and when they make purchases on their own )e.g. toys and snacks-..resently! the senior market )age /* and over- has grown in importance for producers of low&cost housing! cruises! and health care.

Gender Segmentation:
ender has historically been a good basis for market segmentation. 0he emergence of the working woman! for instance! has made determining how the family income is spent more difficult. Income seems a better basis for segmenting markets as prices for a product increases. Income may also may uncover other buying behaviors.

Income Segmentation:
%ividing the market into different income group. #o if the customers are segmented as per the annual or monthly income! then this process will be called the income segmentation. Income segmentation is best suited for products which are very specific and are priced high.

3.0 P ychological Segmentation:

#egmentation of markets based on psychological influences! such as personality! lifestyle choices! and attitudinal variables.

Life Style:
1owhere in the field of mass communication research has the concept of 2lifestyle3 been so prominently and fruitfully used as in the field of marketing communication! where it has been shown that lifestyles influence both consumption patterns and the processing of different forms of marketing communication. 0herefore! the lifestyle concept has become the core of a special kind of segmentation research called 2psychographics.

!oti"ation:
According to various theories! motivation may be rooted in a basic need to minimi$e physical pain and ma(imi$e pleasure4 it may include specific needs such as eating and resting! or a desired ob5ect! goal! state of being! or ideal4 or it may be attributed to less&apparent constructs such as altruism! selfishness! morality! or avoiding mortality.

3.0 #eha"ioral Segmentation:

A more focused form of market segmentation that groups consumers based on specific behavioral patterns they display when making purchasing decisions enabling producers to adapt their marketing approach to specific groups. rouping patterns may include such behaviors as spending! consumption! life style! usage! and desired benefits.

Segmentation $y occa ion :

#egmentation according to occasions relies on the special needs and desires of consumers on various occasions.

7y family recently purchases these five items: +. 0oothpaste 6. #alt ,. 8a$or 9. %igital Camera *. Car 7y family buying regular brand of toothpaste! salt! and ra$or would recogni$e the need and go right to the purchase decision! skipping information search and evaluation. :hen my family purchase digital camera and car we use the buyer decision process consists of five stages:

1. %eed recognition. 2. Information earch. 3. &"ol'tion of alternati"e . (. P'rcha e deci ion. ). Po t p'rcha e $eha"ior. 1. %eed recognition:
0he buying process starts with need recognition& my family recogni$es a problem or need. 0he need can be triggered by internal stimuli when one of the person;s normal needs& hunger! thirst! and se(& rises to a level high enough to become a drive. A need can

also be triggered by e(ternal stimuli. 7y family discussion with a friend might get thinking about buying a new car and digital camera. At this stage! the marketer should research consumers to find out what kind of needs or problems arise! what brought them about! and how they led the consumers to this particular product.

2. Information Search:
An interested consumer may or may not search for more information. If the consumers drive is strong and a satisfying product is near at hand! the consumer is likely to buy it then. If not! the consumer may store the need in memory or undertake an information search related to the need. 7y family decided to buy a new car and digital camera! at the least! my family probably pay more attention to car ads! car owned by friends! and car conversation. 7y family actively searches the :eb! talk with family friends! and gather information in other ways. 0he amount of searching my family depend on the strength of drive! the amount of information my family start with! the ease of obtaining more information! the value place on additional information! and the satisfaction get from searching. 7y family gets information several sources. .ersonal sources such as family! friends! neighbors! ac<uaintances. Commercial sources such as advertising! salespeople! dealer :eb sites! packaging! displays etc. .ublic sources such as mass media! consumer rating organi$ation! internet searches and =(perimental sources handling! e(amine! using the product. In our car information search we learn about the several brands available. #uch as 0ata! #u$uki! >e(us.

3. &"ol'tion of Alternati"e :
7y family uses information to arrive at a set of final brand choices. ?ow does consumer choose alternative brands@ 0he marketer needs to know about alternative evolution& that is how consumer process information to arrive at brand choices. Anfortunately! consumers do not use a simple and single evaluation process in all buying situation. 7y family takes several evaluation processes at work. 7y family makes buying decision own and consumer guides. 7y family choices three brand and primarily instead in four 9

attributes& styling! operating economy! warranty and price. By this time probably formed beliefs about how each brand rates on each attribute. Clearly! if one car rated best on all the attributes! we could predict that would choose it. ?owever! the brands will no doubt vary in appeal. :e might base our buying decision on only one attribute and choice is easy to predict.

(. P'rcha e Deci ion:

In the evaluation stage! the consumer ranks brands and forms purchase intentions. enerally! the consumers purchase decision will be to buy the most proffered brand! but two factors can come between the purchase intention and the purchase decision. 0he first factor is the attitude of others. If someone important to you thinks that should buy the lowest&priced car! then the chances of you buying a more e(pensive car are reduced. 0he second factor is une(pected situational factors. 0he consumer may form a purchase intention based on factors such as e(pected income! e(pected price! and e(pected product benefits. ?owever! une(pected events may change the purchase intention. 'or e(ample! the economy might take a turn for the worse! a close competitor might drop its price! or a friend might report being disappointed in our preferred car. .references and even purchase intention do not always result in actual purchase choice.

). Po t p'rcha e Deci ion:

0he marketers 5ob does not end the product is bought. After purchasing the product! the consumer will be satisfied or dissatisfied and will engage in post purchase behavior of interest to the marketer. :hat determines whether the buyer is satisfied or dissatisfied with a purchase@ 0he answer lies in the relationship between the consumer e(pectations and the product perceived performance. If the product falls short of e(pectation! the consumer is disappointed4 if it meets e(pectations! the consumer satisfied4 if it e(ceeds e(pectation the consumer is delighted. 0he larger the gap between e(pectation and performance! the greater the consumers dissatisfaction.

Almost all ma5or purchase results in cognitive dissonance! or discomfort caused by post purchase conflict. Consumers are satisfied with the benefits of the chosen brand and are glad to avoid the drawbacks of the brands not bought. Customer satisfaction is a key to building profitable relationship with consumer& to keeping and growing consumers and reaping their customer lifetime value. #atisfied customers buy a product again! talk favorably to others about the product! pay less attention to competing brands and advertising! and buy other product from the company.