KIC000083 - Demographic • Demographic SegmentationÂ...

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Unformatted text preview: 3/3/2010 Demographic • Demographic Segmentation· Ethnic Segmentation Segmentation Age • Largest ethnic market Gender • Hispanic Americans • African Americans • Asian Americans Income Ethnic background • Will comprise 1/3 of U.S. population by 2011 with buying power of over $2 trillion annually Family life cycle Demographic Segmentation· Family Life Cycle Family Life Cycle _----: '-::- " .................. _ _.... Status .= _ • Children .- -- -... -= -- .- . -- -- .- .-. .- - -- -- ... -- -- - . - • rr::: ::::: '::. • .... ".' a I / •"= • • r - -- - ---.~' '- ..". Psychographic Segmentation Bases for Psychographic Segmentation " j Market segmentation on the basis of personaltty, motives, lifestyles, and geodemographlcs. Age --..j Marital Geodemographics • 2 3/3/2010 • Lifestyle Segmentation • How time is spent • Importance ofthings around them • Beliefs • Socioeconomic characteristics :II Geodemographic Segmentation }i Segmenting .: customers --- potential Into nflighbortlood Ilfutyle categones. Combines geOgraphic, demographic, and l_if"~':Y_!tsEi~Te~tatlon. Home Depot now understands thai different neighborhoods may have differenllifeslyles and therefor different needs and wants Benefit Segmentation • ! Benefit Segmentation [DiViding a market by the {amount of product bOught or consumed. The process of groupi~ customers into market :,' segments according.to the benettte they seek from the product." A principle holding ttiat 20 percent of all customers generate 80 percent of the demand. Bases for Segmenting Consumer Markets • 3 ...
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KIC000083 - Demographic • Demographic SegmentationÂ...

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