This slideshow will educate on how the various markets are segmented and how they target different groups.

1. Segmentation
By Kaylynne Brewer

2. How are the markets segmented?
Demographics
Geographics
Behavioral
Psychographics

3. Demographics
Age
Gender
Family income
Occupation
Education
Religion
Ethnicity
Generational cohorts

4. How are these segments marketed within each group?
A few examples include….
AGE: Types of cereal marketed to each age group
GENDER: BRAS for women and new athletic gear for men
RELIGION: A Kosher grocery store vs the standard Wal-mart to
Jewish Americans.
Demographics

5. Geographics
Where are the consumers home/
workplace located?

6. Organizing customers into groups depending on
country or region….
Ex: A chain store in a state such as Safeway in Md and a
Piggly Wiggly in South Carolina. These stores may offer
different things to that region/state.
Geographics

7. What do their purchases look
like?
What is their knowledge of the
product?
Behavioral

8. How customers are using the products---their
loyalty for that product.
Ex:Occasional- a prom student needing a suit
or for a wedding.
Ex:Loyalty-People who eat Chipotle and use
their rewards system.
Behavioral

9. lifestyle and personality of the
consumer
Psychographics

10. How do others see themselves? (Self-values,
Self-Concept & Lifestyles) This will help
determine their choices.
Ex: Are they lonely and want to be around others? They
will seek activities involving people with like interests.
Psychographics

11. WORKS CITED
Grewal, Dhruv, and Michael Levy. Marketing. Boston: McGraw-Hill Irwin, 2010. Ebook.