Professional Documents
Culture Documents
Marketing Segmentation
Marketing Segmentation
Marketing Segmentation
As marketing manager I suggest the following variables for segmenting the market of soft drinks:
Gender Segmentation:
ender has historically been a good basis for market segmentation. 0he emergence of the working woman! for instance! has made determining how the family income is spent more difficult. Income seems a better basis for segmenting markets as prices for a product increases. Income may also may uncover other buying behaviors.
Income Segmentation:
%ividing the market into different income group. #o if the customers are segmented as per the annual or monthly income! then this process will be called the income segmentation. Income segmentation is best suited for products which are very specific and are priced high.
Life Style:
1owhere in the field of mass communication research has the concept of 2lifestyle3 been so prominently and fruitfully used as in the field of marketing communication! where it has been shown that lifestyles influence both consumption patterns and the processing of different forms of marketing communication. 0herefore! the lifestyle concept has become the core of a special kind of segmentation research called 2psychographics.
!oti"ation:
According to various theories! motivation may be rooted in a basic need to minimi$e physical pain and ma(imi$e pleasure4 it may include specific needs such as eating and resting! or a desired ob5ect! goal! state of being! or ideal4 or it may be attributed to less&apparent constructs such as altruism! selfishness! morality! or avoiding mortality.
7y family recently purchases these five items: +. 0oothpaste 6. #alt ,. 8a$or 9. %igital Camera *. Car 7y family buying regular brand of toothpaste! salt! and ra$or would recogni$e the need and go right to the purchase decision! skipping information search and evaluation. :hen my family purchase digital camera and car we use the buyer decision process consists of five stages:
1. %eed recognition. 2. Information earch. 3. &"ol'tion of alternati"e . (. P'rcha e deci ion. ). Po t p'rcha e $eha"ior. 1. %eed recognition:
0he buying process starts with need recognition& my family recogni$es a problem or need. 0he need can be triggered by internal stimuli when one of the person;s normal needs& hunger! thirst! and se(& rises to a level high enough to become a drive. A need can
also be triggered by e(ternal stimuli. 7y family discussion with a friend might get thinking about buying a new car and digital camera. At this stage! the marketer should research consumers to find out what kind of needs or problems arise! what brought them about! and how they led the consumers to this particular product.
2. Information Search:
An interested consumer may or may not search for more information. If the consumers drive is strong and a satisfying product is near at hand! the consumer is likely to buy it then. If not! the consumer may store the need in memory or undertake an information search related to the need. 7y family decided to buy a new car and digital camera! at the least! my family probably pay more attention to car ads! car owned by friends! and car conversation. 7y family actively searches the :eb! talk with family friends! and gather information in other ways. 0he amount of searching my family depend on the strength of drive! the amount of information my family start with! the ease of obtaining more information! the value place on additional information! and the satisfaction get from searching. 7y family gets information several sources. .ersonal sources such as family! friends! neighbors! ac<uaintances. Commercial sources such as advertising! salespeople! dealer :eb sites! packaging! displays etc. .ublic sources such as mass media! consumer rating organi$ation! internet searches and =(perimental sources handling! e(amine! using the product. In our car information search we learn about the several brands available. #uch as 0ata! #u$uki! >e(us.
3. &"ol'tion of Alternati"e :
7y family uses information to arrive at a set of final brand choices. ?ow does consumer choose alternative brands@ 0he marketer needs to know about alternative evolution& that is how consumer process information to arrive at brand choices. Anfortunately! consumers do not use a simple and single evaluation process in all buying situation. 7y family takes several evaluation processes at work. 7y family makes buying decision own and consumer guides. 7y family choices three brand and primarily instead in four 9
attributes& styling! operating economy! warranty and price. By this time probably formed beliefs about how each brand rates on each attribute. Clearly! if one car rated best on all the attributes! we could predict that would choose it. ?owever! the brands will no doubt vary in appeal. :e might base our buying decision on only one attribute and choice is easy to predict.
Almost all ma5or purchase results in cognitive dissonance! or discomfort caused by post purchase conflict. Consumers are satisfied with the benefits of the chosen brand and are glad to avoid the drawbacks of the brands not bought. Customer satisfaction is a key to building profitable relationship with consumer& to keeping and growing consumers and reaping their customer lifetime value. #atisfied customers buy a product again! talk favorably to others about the product! pay less attention to competing brands and advertising! and buy other product from the company.