MARKET SEGMENTATION

Consumer behavior
MBA Maria del Pilar Alarcón
 Market
w ts In
e Investment in cr
N uc
d Publicity Sa eas
o les e
pr

Management Manage future

Decisions revenue

Market
Research
 Objective of the Market Research

1. Guide in the best way the investment in marketing mix

2. Maximize sales

3. Optimize the benefit-cost ratio of the marketing mix

4. Forecast the sales and guide the sales budget

Criterias to segment Market

1. Geographic Segmentation

2. Demographic Segmentation

3. Psycographic Segmentation

4. Behavioral segmentation
 - Nation
1.- Geographic - Region
segmentation - Department
- City
 - Age
- Sex
- Size of the family
- Cycle of life of the
2.- Demographic family
segmentation - Incomes
- Occupation
- Education
- Religion
- Race
- Nationality
AGE

77 - 59 56 - 38 36 - 22 20 - 12
X
BABY MILLENIALS -Y Z
GENERATI
BOOMERS GENERATION GENERATION
ON

1946-1964 1966-1984 1986-2000 2002 - 2010

https://www.youtube.com/watch?v=faYL6b4-vqQ
 ▪ Single phase
▪ Young couples without
children
Family Cycle of Life ▪ Full nest stage
▪ Empty nest stage
▪ Mature people
▪ Single mother/father
▪ Divorced
Income Destination of
distribution money
 Sociological forces

• Life style
• Culture
• Social clases
• Reference groups (familiy, classmates,
partners in work)

3.- Psycographic Segmentation

Psychological forces

• Learning experience
• Personalty
• Attitudes
• Belief
 The most used variables :

▪ The ocassion
4.- Behavioral ▪ Benefits
Segmentation ▪ Frecuency of use
Based in Consumer
▪ Loyalty
experience ▪ Knowledge
▪ Attitude towards the product
How do we know it is a good segmentation
If it is
:
Measurable : We can measure with data

Accesible : The market is reachable

Sustancial : Companies expect market will be big enough to generate profits

Differentiated : A market with unique characteristics. A nich market

Drivable: That the strategies will be attractive for market