segmentation of hush puppies

1. HUSH PUPPIES
Products: Foot wear
By,
Group III

2. Introduction:
•Founded in 1958.
• Headquartered in Rockford, Michigan,
USA.
• Developed the concept of a "casual"
pigskin shoe.
• Hush Puppies uses a Basset Hound as its
logo.
• Markets in 120 countries.

3. Behavioral segmentation:
•Fashion Crazy.
•Comfortably Stylish.
•Purely Practical.

4. Fashion Crazy.
 Demand style over everything else.
 Follow and wear the latest trends in footwear.
 Seek popular brands and designer names.
 Will pay full price but also are motivated to buy
shoes when on sale.
 Most likely to shop online.
 Tend to be younger in age under 35.

5. Comfortably Stylish.
• Demand Style and Comfort.
• Pay more for shoes that are comfortable.
• Quality is important..
• Most likely to shop at department stores, mass
merchandisers and specialty stores.

6. Purely Practical.
Not particularly interested in shoes.
Purchase for a specific need or to replace existing shoes.
Wear shoes based on function and utility.
Seek comfort and durability over fashion.
Less likely to pay more for comfortable shoes.
Like to purchase shoes while they shop for other household
items.

7. Population division:
Fashion crazy
Comfortably
stylish
Purely practical