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Chapter 2 Segmentation
Chapter 2 Segmentation
Market Segmentation
Marketing Management Process
The different types of Segmentation
Needs
Demographics
Psychographic
Behavioral
Price
Industrial
MARKET segmentation
Market Segmentation
definition
Process
Division
Heterogeneous
Homogenous
Concentration
Bases for segmentation in
consumer market
Need
Demographic
Behavioral
Psychographic
Price
Industrial
Need Segmentation
Need Segmentation
benefit segmentation
Age
-infant, toddler, tween, teenagers, middle age,
matured, retirees
Gender
-male, female, in between
Civil Status
-legitimate single, married, divorced, separated,
single parent, widow/widower
Income
-A, B, C+, broad, C, D, E
Demographic Segmentation Variable
Education
-illiterate, grade school, vocational, high
school, college, masters, doctoral
Profession
-unemployed, white collar, blue collar,
executive, professional, farmer, retirees, OFW,
owner
Location
Density-urban, sub-urban, rural
Geographic-Luzon, Visayas, Tuguegarao
Family Size
-Bachelor, Small Family, Big Family
Demographic Segmentation Variable
Religion
-Catholic, Buddhist, Iglesia ni Kristo
Nationality
-Filipino, Chinese, Japanese, .
Climate
-hot, cold
Behavioral
Segmentation
Behavioral Segmentation Variable
Purchase Frequency
-regular, occasional
User Status
-non-user, first time user, ex-user, regular-user
Usage Rate
-heavy-user, light user, medium user
Loyalty Status
-Absolute, medium, none, strong, small
Readiness
-unaware, interested, aware, intending to buy
Psychographics
Segmentation
Psychographics Segmentation Variable
Demographic
-industry, company size, geography
Operating Variables
-user, non-user status, customer requirements, technology
Purchasing Approaches
-Purchase policies, organization, decision criteria
Situation Factors
-urgency, specific application or end-use, order size
Personal Characteristics
-compatibility, attitude towards risk, loyalty
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End of the Second Chapter