1 / 10

Segmentation Variables: The Consumer Market

Segmentation Variables: The Consumer Market. Sociodemographic Geographic Psychographic Product related http://www.youtube.com/watch?v=BTNDLzAG1t0. A. Sociodemographic Variables. Age:

wycliff
Download Presentation

Segmentation Variables: The Consumer Market

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Segmentation Variables: The Consumer Market Sociodemographic Geographic Psychographic Product related http://www.youtube.com/watch?v=BTNDLzAG1t0

  2. A. Sociodemographic Variables • Age: • Examples: toys, clothes, furniture, medical services, cars, insurance, OTC medications, radio stations, entertainment.

  3. A. Sociodemographic Variables • Sex (gender): • Examples: deodorants, shampoos, clothes, foods and beverages, magazines.

  4. sociodemographic • Income: • Examples: cars, vacations, banks, restaurants, sports industry, magazines, hotels.

  5. Example: Marriot Hotel Corp • Marriot Hotels: • Moderately priced • Budget priced • Moderate priced extended stay • Ritz-Carlton: Super luxury • And others

  6. sociodemographic • Ethnic groups: • Examples: Hispanics, African-Americans, Asian Americans.

  7. sociodemographic • Education: related to income, social class, lifestyle, • retail stores, computers, books, suits, financial services

  8. sociodemographic • Family size and life cycle: • needs change over the years. Affects discretionary income. Family entertainment, restaurants

  9. sociodemographic • Social class: affects values, lifestyle, cars, housing, vacations, clubs, wines • Upper classes 3% • Upper middle 11% • Middle 32% • Lower middle 38% • Lower 16%

  10. sociodemographic • Markets typically are segmented using a combination of variables. • A combination of variables creates a richer profile of different customer segments. • Provides greater insights into needs, wants, product usage, shopping habits, etc.

More Related