consumer segmentation
TRANSCRIPT
Market Segmentation and Strategic Targeting
CHAPTERTHREE
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 product’s or service’s capacity to deliver specific
benefits.
Chapter Three Slide
Criteria for Effective Targeting
Identifiable Sizeable
Stable Accessible
Congruent with the company’s objectives
and resourcesChapter 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 Life-cycle
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 buyer’s 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
Consumption-Specific Segmentation
Usage-Behavior • Usage rate– Awareness status– Level of involvement
Chapter Three Slide
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
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