bases for maket segmentation

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Consumer Behavior,Ninth Edition

Schiffman & Kanuk

Copyright 2007 by Prentice Hall

Chapter 3

Market Segmentation

Consumer Behavior,Ninth Edition


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Bases for Segmentation

Geographic

Demographic

s!cho"ogica" s!chographic

Sociocu"tura"

#se$%e"ated

#sage$Situation

Benefit Sought !'rid


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(a'"e 3)* Market Segmentation

Occupation

SEGMENTATION BASESEGMENTATION BASE SELECTED SEGMENTATION VARIABLESSELECTED SEGMENTATION VARIABLES

Geographic Segmentation

Climate

Density of area

City Size

Region Southwest, Mountain States, Alaska, Hawaii

Major metropolitan areas, small cities, towns

r!an, su!ur!an, e"ur!an, rural

#emperate, hot, humi$, rainyDemographic Segmentation

%ncome

Marital status

Se"

Age n$er &', &'(&), &*(+, +-(., -/(0, 0-(), )-(.., &//1

Male, female

Single, marrie$, $i2orce$, li2ing together, wi$owe$

n$er 3'-,///, 3'-,///(3+,..., 3+-,///(3.,...,

3-/,///(3),..., 3)-,///(3..,..., 3&//,/// an$ o2er

4$ucation Some high school, high school gra$uate, some college,

college gra$uate, postgra$uate

5rofessional, !lue(collar, white(collar, agricultural,

military


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(a'"e 3)*, continuedSEGMENTATION BASESEGMENTATION BASE SELECTED SEGMENTATION VARIABLESSELECTED SEGMENTATION VARIABLES

Psychoogica Segmentation

6earning(in2ol2ement

5erception

5ersonality

7ee$s(moti2ation Shelter, safety, security, affection, sense of self(worth

4"tro2erts, no2elty seeker, aggressi2es, inno2ators

6ow(risk, mo$erate(risk, high(risk

6ow(in2ol2ement, high(in2ol2ement

Psychographic

Su!cultures 8Race9ethnic:

Religion

Cultures

86ifestyle: Segmentation 4conomy(min$e$, couch potatoes, out$oors enthusiasts,

status seekers

American, %talian, Chinese, Me"ican, ;rench, 5akistani

Catholic, 5rotestant,


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SEGMENTATION BASESEGMENTATION BASE SELECTED SEGMENTATION VARIABLESSELECTED SEGMENTATION VARIABLES

"se#Reate$ Segmentation

=ran$ loyalty

Awareness statussage rate Hea2y users, me$ium users, light users, non users

naware, aware, intereste$, enthusiastic

7one, some, strong

"se#Sit!ation Segmentation

6ocationO!jecti2e

#ime 6eisure, work, rush, morning, night

5ersonal, gift, snack, fun, achie2ementHome, work, frien$>s home, in(store

5erson Self, family mem!ers, frien$s, !oss, peers

Bene%it Segmentation Con2enience, social acceptance, long lasting, economy,

2alue(for(the(money

5R%?M 74

@eo$emographics

Mo2ers B Shakers, 7ew 4mpty 7ests, =oomtown

Singles, =e$rock America

Demographic95sychographics

Com!ination of $emographic an$ psychographic profilesof consumer segments profiles

SR% A6S#M %nno2ators, #hinkers, =elie2er, Achie2ers, Stri2ers,

4"periencer, Makers, Sur2i2ors

&y'ri$ Segmentation

(a'"e 3)*, continued


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Geographic Segmentation

The division o a total potential

!ar"et into s!aller s#bgro#ps on

the basis o geographic variables

$e%g%& region& state& or city'


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Demographic Segmentation

(ge

)e*

+arital )tat#s ,nco!e& d#cation& and .cc#pation


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+e' sites for Sing"es

ooking for a Match

Match)com targets a""

sing"es(he %ight Stuff

targets on"! -v!

eague graduates

eblin" eblin"


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s!cho"ogica" Segmentation

+otivations

Personality

Perceptions earning

(ttit#desHarley-avidson ideo


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(.o igh$End +atches for Different

s!cho"ogica" Segments


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s!chographic Segmentation

/"so kno.n as ifest!"e /na"!sis

s!chographic varia'"es inc"ude

attitudes, interests, and opinions

0/-1s2


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%nstructionsEPlease read each statement and place an x in the box that bestindicates howstrongly you agree or disagree with the statement.

% feel that my life is mo2ing faster an$ faster,

sometimes just too fastF

%f % coul$ consi$er the pluses an$ minuses,technology has !een goo$ for meF

% fin$ that % ha2e to pull myself away from e(mailF

@i2en my lifestyle, % ha2e more of a shortage of

time than moneyF

% like the !enefits of the %nternet, !ut % often $on>t

ha2e the time to take a$2antage of themF

G& G' G+ G G- G0 G)

G& G' G+ G G- G0 G)

G& G' G+ G G- G0 G)

G& G' G+ G G- G0 G)

G& G' G+ G G- G0 G)

AgreeCompetey

DisagreeCompetey

Table 3%6 *cerpts ro! (,. ,nventory



eblin"

1pinions

and /ttitudes

()T8)

9eb site is

targeted tocons#!ers

ith a certain

attit#de toardadvertisers



Sociocu"tura" Segmentation

ami"! ife C!c"e

Socia" C"ass

Cu"ture, Su'cu"ture, and Cross$Cu"ture



ami"! ife C!c"e /dvertising

ideo ca!eras

are oten

p#rchased by

yo#ng co#ples

ith children%



Target reaches

o#t to theatino

!ar"et%



Discussion 4uestions

+hat t!pes of marketers might

segment according to socia" c"ass5

+hat ethica" issues might marketers

have .hen marketing to different socia"

c"asses5


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#se$%e"ated Segmentation

%ate of #sage

: eav! vs) ight

/.areness Status: /.are vs) #na.are

Brand o!a"t!

: Brand o!a" vs) Brand S.itchers



&igh

Lo(

Cons!mption

&igh Lo(

LoLo(s

)star*e+

&i&ighs

)stro,e+

Lo(&ighs

)chase+

&iLo(s

)tic,e+

Segmenting Customers '! #sage

(a'"e 3$6

C!rrent Share



#sage$Situation Segmentation

Segmenting on the 'asis of specia"

occasions or situations

E7amp"e Statements8

: +henever our daughter 9amie gets a raise,

.e a".a!s take her out to dinner)

: +hen -:m a.a! on 'usiness, - tr! to sta! at

a suites hote")

: - a".a!s 'u! m! .ife f"o.ers on

;a"entine:s Da!)



Benefit Segmentation

Segmenting on the 'asis of the most

important and meaningfu" 'enefit



and-aid

oers ;le*

bases for maket segmentation

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