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$2antage of themF
G& G' G+ G G- G0 G)
G& G' G+ G G- G0 G)
G& G' G+ G G- G0 G)
G& G' G+ G G- G0 G)
G& G' G+ G G- G0 G)
AgreeCompetey
DisagreeCompetey
Table 3%6 *cerpts ro! (,. ,nventory
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eblin"
1pinions
and /ttitudes
()T8)
9eb site is
targeted tocons#!ers
ith a certain
attit#de toardadvertisers
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Sociocu"tura" Segmentation
ami"! ife C!c"e
Socia" C"ass
Cu"ture, Su'cu"ture, and Cross$Cu"ture
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ami"! ife C!c"e /dvertising
ideo ca!eras
are oten
p#rchased by
yo#ng co#ples
ith children%
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Target reaches
o#t to theatino
!ar"et%
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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
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&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$6
C!rrent Share
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#sage$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!)
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Benefit Segmentation
Segmenting on the 'asis of the most
important and meaningfu" 'enefit
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and-aid
oers ;le*