Lesson 5 Market segmentation process

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Lesson 5 - Market segmentation process
1. IDENTIFY PEOPLE WITH SHARED NEEDS AND
CHARACTERISTICS
2. AGGREGATE THESE GROUPS INTO MARKET SEGMENTS
ACCORDING TO THEIR MUTUAL INTEREST IN THE
PRODUCTS UTILITY
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Segmentation

• Behavioristic
• Geographic
• Demographic
• Psychographic

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Behavioristic Segmentation

• User status variable
• Sole users
• Semi-sole users
• Discount users
• Aware nontries
• Trial/Rejectors
• Repetoire Users

• Benefit sought variables
• high quality
• low price
• status
• sex appeal
• good taste
• health conscious

• Usage rate variables - VOLUME
• non users
• light users
• medium users
• heavy users

• Purchase occasion variables
• need
• fad
• season

4
Geographic Segmentation

• e.g.
• north - cold
• south - warm

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Demographic Segmentation

• statistical characteristics
• sex, age, ethnicity, education, occupation,
  income ....

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Psychographic Segmentation

• VALUES
• ATTITUDES
• PERSONALITY
• LIFESTYLE

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Demographically same...
Age 25-30 University degree Above-the-standard
income Works in a managerial position Lives in a
city over 100 000 inh. Single
... different in nature....
DISCOVERY adrenalin is fine likes experiments,
tries new things favorite holiday backpack
trough South America
CONTROL likes order prefers sure quality wants to
have a wealthy marriage favorite holiday sandy
beach in Maledives - all inclusive
SELF EXPRESSION likes modern art thinks
ecologically open to new things, liberal favorite
holiday anywhere, just fine people around
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