Consumer Behavior

Group G

Presented By:Amber MemonPireh Soomro

Are the two consumer profile some what similar or quite different?

The two consumer profile the upper class and lower class are quite different from each other, in a sense their needs are different, their way of living is different. Upper class use high quality products where as lower class only satisfy their basic needs of living.

How useful would social class segmentation be in the term of understanding a consumer?

social class segmentation means segmentation of market of upper class consumers and lower class consumers, its useful to segment market according to social classes

because it would be easier to identify what are the needs of lower class

consumers and upper class consumers. As well as, it would be

easy for consumers to buy products according to their needs and their

power of purchasing.

Are their any concern will using this approach for market segmentation?

To segment your customers, you will need to use variables, such as:

- an organization's sector, size, location and buying patterns

- an individual's age, gender, lifestyle, region, buying behavior and attitudes

You have to keep in mind which market are you targeting and what type of customers you will deal with.

Do you think that social class segmentation would be more suitable for particular product category? If so, what

types of products?

Yes, it is more suitable because customers will directly get what they need.

Type of Firm Segmentation Base Possible Market Segment

Toothpaste Benefit segmentation Teeth whitening, sensitive teeth, fresh breath, cavity protection, tartar control

Restaurant Behavioral segmentation Regulars, special occasion, business lunch

Cosmetics and perfumes firms

(such as L’Oreal)

Demographics (gender, age)

ORBenefit

Cosmetics and perfumes firms could effectively use a variety of

segmentation variables. For example, males and females would have

different needs, as would younger and older consumers.

Benefit segmentation could be used (some possible could include: skin

repair, remove wrinkles, glowing skin, acne reduction, attractive look, social

status, celebrity identification).