Segment - SEGMENTATION TARGETING To Segment or Not to...

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Click to edit Master subtitle style SEGMENTATION, TARGETING & “To Segment or Not to Segment??”
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What does it mean to segment? Divide the market into 2 or more groups that want different things from a product. Once customers are grouped into needs- based segments , then figure out the demographics, psychographics….
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A Market Segment ® A specific group of customers with similar needs, purchasing behaviors, and identifying characteristics.
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What is important to the ® Think about determinant versus defensive attributes ® What are determinate attributes for _____?
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FORCES THAT SHAPE DIFFERENCES IN CONSUMER ® Geographic ® Demographic ® Psychographic ® Behavioral
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Individual Difference Variables ® Demographics (gender, age income …) ® Personality ® Lifestyles and Psychographics ® AIO ® VALS2
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® Personality Risk Perception Financial Social Psychological Performance Physical
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® Activities -- work hobbies, social events, entertainment, shopping, memberships, sports ® Interests -- family, home, job, recreation fashion, food, media, achievements ® Opinions -- self, social issues, politics, business, education products, future culture
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Segment - SEGMENTATION TARGETING To Segment or Not to...

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