ppt

1. 1
Segmentation and
Consumer Behavior
Sport Marketing
Fall 2005
Dr. Sutton

2. 2
Segmentation &
Consumer Behavior
 Segmentation defined:
 Dividing a large, heterogeneous market into
more homogenous groups of people who
have similar interests or desires, have
similar demographic characteristics or
profiles or behave in similar fashion
 THINK small

3. 3
Segmentation &
Consumer Behavior
 When should the market be segmented?
 IF THE SEGMENT CAN:
 Be identified or measured in terms of its size
and purchasing power
 Be accessed or reached by the marketer
 Be presumed to be responsive

4. 4
Segmentation &
Consumer Behavior
 Responsiveness refers to :
 Whether or not the product will match the
needs and wants of the consumer
 Whether or not the segment is significant
enough (size and potential ROI) to merit the
effort

5. 5
Segmentation &
Consumer Behavior
 Types of Segmentation:
1. Consumer’s State of Being
(Demographics)
 Geography
 Income
 Gender
 Age
 Ethnicity
 Education

6. 6
Segmentation &
Consumer Behavior
 Types of Segmentation:
1.Consumer’s State of Being (Demographics)
 Marital status
Sexual orientation
Household size

7. 7
Segmentation &
Consumer Behavior
 Types of Segmentation:
2. Consumer’s State of Mind (Psychographics)
 Consumers may be divided by personality traits
(Values and Life Style Options – VALS),
attitudes, opinions, preferences, and perceptions

8. 8
Segmentation &
Consumer Behavior
 3. Product Usage Segmentation
 80/20 Rule
 Frequency Escalator
 Frequent Flyers/Compadres
 Avid golfers
 Season Ticket holders
 Non-peak skiers

9. 9
Segmentation &
Consumer Behavior
 4. Benefits Segmentation
 What does the consumer expect to receive
in exchange for his choice/purchase?
 Access
Location/proximity
Durability
Premiums
Miles
 Value

10. 10
Segmentation &
Consumer Behavior
 4. Benefits Segmentation
 What does the consumer expect to receive
in exchange for his choice/purchase?
 Enjoyment
Validation
Status
Recognition
Reciprocity
????????????????????????????????

11. 11
Segmentation &
Consumer Behavior
 Do we always act like we look?
 Do our values reflect who we are?
 NFL season-ticket holders vs. NBA
season ticket holders
 Pro sport fans vs. college sports fans
 Trading-Up