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Market Segmentation

Market Segmentation. dividing a particular market into sections, which display similar characteristics or behaviour. Demographics. Demographic Segmentation. Age – different needs (kids, old people) Gender – cosmetics, clothing, All Bar one ( London ) –encourage women’s social drinking

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Market Segmentation

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  1. Market Segmentation dividing a particular market into sections, which display similar characteristics or behaviour

  2. Demographics

  3. Demographic Segmentation

  4. Age – different needs (kids, old people) • Gender – cosmetics, clothing, • All Bar one (London) –encourage women’s social drinking • Unisex products (works on the similarity between the 2 genders)

  5. Income income

  6. Life cycles • Holidays: families, 18-30s singles, those in their 50s.

  7. Geographic

  8. Lifestyle groups

  9. Social class Divides society into  6 distinct groups based solely on occupation. • A    Professional staff • B    Middle management • C1   Junior management • C2   Skilled manual • D     Semi-skilled and unskilled workers. • E     Those dependent on the state.

  10. Personality • 18-25, outgoing, independent – what products?

  11. occasion • Products bought at Christmas, Easter, Mother’s day

  12. Usage rate targeted

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