Your SlideShare is downloading. ×
0
Consumer Buying Behavior 3
Consumer Buying Behavior 3
Consumer Buying Behavior 3
Consumer Buying Behavior 3
Consumer Buying Behavior 3
Consumer Buying Behavior 3
Consumer Buying Behavior 3
Consumer Buying Behavior 3
Consumer Buying Behavior 3
Consumer Buying Behavior 3
Consumer Buying Behavior 3
Consumer Buying Behavior 3
Consumer Buying Behavior 3
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Consumer Buying Behavior 3

3,083

Published on

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
3,083
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
76
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Market Segmentation
  • 2. A retail market segment is a group of customers whose needs are satisfied by the same retail mix because they have similar needs.
  • 3. Criteria for Evaluating Market Segments <ul><li>Actionable </li></ul><ul><li>The defined segment clearly indicates what the retailer should do to satisfy its needs </li></ul><ul><li>Identifiable </li></ul><ul><li>The retailer is able to determine which customers are in the segment </li></ul><ul><li>Substantial </li></ul><ul><li>A segment must be large enough or have significant buying potential </li></ul><ul><li>Reachable </li></ul><ul><li>The retailer can target promotions and other marketing information to consumers in the segment </li></ul>
  • 4. <ul><li>Approaches for Segmenting Markets </li></ul><ul><li>No approach is best for all retailers so they must examine various factors and determine which are most important. </li></ul>
  • 5. <ul><li>Geographic Segmentation </li></ul><ul><li>This is when customers are group according to where they live. A segment can be a country or a segment within a country, such as states, cities, and neighborhoods. </li></ul>
  • 6. Demographic Segmentation This is where consumers are grouped by easily measured, objective characteristics such as age, gender, income, and education
  • 7. Geodemographic Segmentation This is where both geographic and demographic characteristics are used to group consumers into market segments
  • 8.  
  • 9. <ul><li>Lifestyle Segmentation </li></ul><ul><li>This type of segmentation uses how people live, spend their time and money, as well as their activities and opinions for dividing the market </li></ul>
  • 10.  
  • 11. Buying Situation Segmentation Retailers may use buying situations as a way to segment the market
  • 12. Benefit Segmentation This is where retailers group customers seeking similar benefits into a segment.
  • 13. Composite Segmentation <ul><li>Because no approach meets all the criteria for useful customer segmentation retailers often use multiple variables to identify customers . This is known as composite segmentation and is based on benefits sought, lifestyles, and demographics. </li></ul>

×