Marketting Segmentation
8
Principles of Marketing
Identifying Segments and Targets
– Part 2
Market Segmentation
Segmenting Consumer Markets
Demographic segmentation divides the market into groups based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, ethnics, generation, and nationality
It is the most popular segmentation method, because consumer needs, wants, and usage often vary closely with demographic variables, and they are easier to measure than other types of variables.
Market Segmentation
Segmenting Consumer Markets
Age and life-cycle stage segmentation is the process of offering different products or using different marketing approaches for different age and life-cycle groups
Family life cycle and family size
Life-stage defines a person’s major concern, such as deciding to buy a new home, going through a divorce, deciding to retire, and so on.
Age segmentation
Demographic segmentation -Family life cycle and family size
Table 11.1 The family life cycle: an updated view
Source: Adapted from Mary C. Gilly and Ben M. Enis, ‘Recycling the Family Life Cycle: A Proposal for Redefinition’, in Andrew A. Mitchell, (ed.), Advances in Consumer Research 9
(Ann Arbor, MI: Association for Consumer Research, 1982): 274, Figure 1
Mini cooper: generation targeting
Each generation is influenced by the music, films, politics and events of their period. Members of an age cohort share experiences and have similar values.
Memories for youth-obsessed baby boomers and a cool car for the 20 year olds
(generation Y) – rejuvenilisation phenomenon
Source: Sandro Campardo/AP/PA Photos
Market Segmentation
Segmenting Consumer Markets
Gender segmentation divides the market based on gender (male or female). Men and women have different attitudes and behave differently, based on genetic make-up and also on socialization.
Hypersegmentation within both male and female
Principles of Marketing
Identifying Segments and Targets
– Part 2
Market Segmentation
Segmenting Consumer Markets
Demographic segmentation divides the market into groups based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, ethnics, generation, and nationality
It is the most popular segmentation method, because consumer needs, wants, and usage often vary closely with demographic variables, and they are easier to measure than other types of variables.
Market Segmentation
Segmenting Consumer Markets
Age and life-cycle stage segmentation is the process of offering different products or using different marketing approaches for different age and life-cycle groups
Family life cycle and family size
Life-stage defines a person’s major concern, such as deciding to buy a new home, going through a divorce, deciding to retire, and so on.
Age segmentation
Demographic segmentation -Family life cycle and family size
Table 11.1 The family life cycle: an updated view
Source: Adapted from Mary C. Gilly and Ben M. Enis, ‘Recycling the Family Life Cycle: A Proposal for Redefinition’, in Andrew A. Mitchell, (ed.), Advances in Consumer Research 9
(Ann Arbor, MI: Association for Consumer Research, 1982): 274, Figure 1
Mini cooper: generation targeting
Each generation is influenced by the music, films, politics and events of their period. Members of an age cohort share experiences and have similar values.
Memories for youth-obsessed baby boomers and a cool car for the 20 year olds
(generation Y) – rejuvenilisation phenomenon
Source: Sandro Campardo/AP/PA Photos
Market Segmentation
Segmenting Consumer Markets
Gender segmentation divides the market based on gender (male or female). Men and women have different attitudes and behave differently, based on genetic make-up and also on socialization.
Hypersegmentation within both male and female