Market Segmentation

dividing a particular market into sections, which display similar

characteristics or behaviour

Demographics

Demographic Segmentation

• Age – different needs (kids, old people)• Gender – cosmetics, clothing,

– All Bar one (London) –encourage women’s social drinking

– Unisex products (works on the similarity between the 2 genders)

Income income

• Life cycles– Holidays: families, 18-30s singles, those in their

50s.

Geographic

 

Yuppie Associations

Mobile

High valued house/flat

Good Salary

Young branded car.

Third Agers Associations.

50's

Retired early from profession.

Time to spare

Adventure Seekers

Lifestyle groups

Social class

Divides society into 6 distinct groups based solely on occupation.

• A Professional staff• B Middle management• C1 Junior management• C2 Skilled manual• D Semi-skilled and unskilled workers.• E Those dependent on the state.

Personality

• 18-25, outgoing, independent – what products?

occasion

• Products bought at Christmas, Easter, Mother’s day

Usage rate

light mediumHeavyusers

targeted