January 30 - January 30 Behavioral Segmentation Needs...

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January 30 Behavioral Segmentation Needs Benefits sought Thoughts Rate of use Purchase relationship Brand familiarity Kind of shopping Type of problem-solving Information required Geographic Segmentation Region of world or country Region in country Size of city Demographic Segmentation Income Sex or age o EXAMPLE: Honda Element targeted young single adults (age 28 average instead of 23/24) Family size or family life cycle stage Occupation or education Ethnicity or social class Ethical Issues Exploitation o Cigarette companies targeting China for ads
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o Selling high sodium products to Hispanic market Creates unnecessary wants o Does harm More Sophisticated Techniques Clustering o Try to find similar patterns within sets Customer database o Contains past customer behavior o Makes it easier to sort out target market
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January 30 - January 30 Behavioral Segmentation Needs...

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