AGB 301 chap 12 notes

AGB 301 chap 12 notes - Chapter 13: Segmentation may be...

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Chapter 13: Segmentation may be applied to all the buyers in the food system: consumers, industrial users, food service, and retailers Different segments: o Sociocultural: Religion Ethnic group Nationality Social class Household life cycle Geographic: Country Region City size Urban/rural Climate Demographic o Age o Sex o Income o Education o Psychographic: o Life style
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o Behavior o Personality o Attitudes o User behavior: o Usage rates o Brand loyalty status o Purchase occasion o Benefits sought: o Sensory appeal o Nutrition o Convenience o Status o For industrial market segmentation two stages are often used: o Macro segmentation: in which companies are grouped according to some easily identified factor such as location, size or type of processing o Micro segmentation: by internal company factors such as buying processes, technical expertise, or product and service needs. o
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AGB 301 chap 12 notes - Chapter 13: Segmentation may be...

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