IMG_6917.jpg - GENDER INCOME SEGMENTATION GENDER SEG uses diff strategies for men and women many marketers are going after the less traditional market

IMG_6917.jpg - GENDER INCOME SEGMENTATION GENDER SEG uses...

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Unformatted text preview: GENDER & INCOME SEGMENTATION - GENDER SEG : * uses diff. strategies for men and women * many marketers are going after the less traditional market - INCOME SEG : * income level influences consumers' wants and determines their buying power * retailers can appeal to low- income or high - income categories , or both - ETHNIC SEGMENTATION * some companies make products geared toward specific ethnic groups * to meet the needs and wants of expanding populations * largest ethnic groups in the V.S.in * Hispanic Americans Latin X * African Americans * Asian Americans BASES OF PSYCHOGRAPHIC SEGMENTATION * PERSONALITYR * MOTIVES ( EX. SPA ) * LIFESTYLES ( EX. CLOTHES ) ( SPORTS GEAR , HEALTHY FOOD )(! ! * GEODEMOGRAPHICS ( EX. GATED COMM. /DORMS / 09 . 18 .19 2 - BENEFIT AND USAGE RATE SEGMENTATION -7 BENEFIT SEG: groups customers into market segments according to the benefits they seek from the product - USAGE - RATE SEGMENTATION : divides a market by the amount of product bought or consumed 399989...
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  • Fall '19
  • Dr.McCoy

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