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Mohammad Hammad 200710547 Course Title : PRINCIPLES OF MARKETING Name: Mohammad Hammad ID:200710547 Instructor : Reem Ramadan Date: Friday 16 January,2009 1

Demographic Segmentation

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Page 1: Demographic Segmentation

Mohammad Hammad 200710547

Course Title : PRINCIPLES OF MARKETING

Name: Mohammad Hammad

ID:200710547

Instructor : Reem Ramadan

Date: Friday 16 January,2009

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Page 2: Demographic Segmentation

Mohammad Hammad 200710547

Demographic Segmentation

Age and life-cycle segmentation : Marketing concept that utilizes different marketing approaches for different age categories or different life-cycle segments of the population. The concept is based on the fact that consumer needs and desires change with age.

According to the age and life-cycle segmentation consumers' age categories are divided into four segments:

Child ”Kids”

Young adult, adult, and older adult.

Some companies offer similar products in different versions according to the age and life-cycle segmentation

Age

Consumer needs and wants change with age although they may still wish to consumer the same types of product. So Marketers design, package and promote products differently to meet the wants of different age groups.

Life-cycle stage

A consumer stage in the life-cycle is an important variable - particularly in markets such as leisure and tourism.

Gender

Gender segmentation is widely used in consumer marketing

Income

Another popular basis for segmentation. Many companies target affluent consumers with luxury goods and convenience services.

Social class

Many Marketers believe that a consumers "perceived" social class influences their preferences for cars, clothes, home furnishings, leisure activities and other products & services. There is a clear link here with income-based segmentation

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Mohammad Hammad 200710547

For example, Hamol company in Syria had a product shampoo for child and it developed for women ”according to the age and life-cycle segmentation,

Age and life-cycle segmentation :for Kids

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Mohammad Hammad 200710547

Age and life-cycle segmentation “different age products Gel >Hair styling<”

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Mohammad Hammad 200710547

Gender Segmentation: is commonly used within the cosmetics, clothing and magazine industry

Dividing a market into different groups based on gender

Clothing, cosmetics, perfumes

For Example: Syrian Magazine is work on the similarities between tow genders “male-female”

this magazine used the main page to show different segmentation

“female image &male image”.

Gender segmentation for tow Gender by using favorite man &women characters in the main page.

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Mohammad Hammad 200710547

Gender segmentation: Alnoras company Target Women by gift her 2 k free

Income Segmentation: is another strategy used by many organizations

Dividing the market into different income groups

Cars, financial services ,home

Income Segmentation: this strategy target Income segmentation used many services .

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Reference

Parts of information about definitions from http://tutor2u.net/business/marketing/segmentation_bases_demographic.asp “2009/1/16 Friday ”

age & life-cycle segmentation Definition http://www.answers.com/topic/age-life-cycle-segmentation “Thursday ,15/1/2009”

Market Segmentation - Why segment your market http://learnmarketing.net/segmentation.htm “Thursday ,15/1/2009”

Pictures using mobile cam form “alwassela magazine” 2009/1/16 Friday ”

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