An overview on Market Segmentation

1. SEGEMENTATION BASED ON
SUPERMARKETS

2. GEOGRAPHIC
Location
Density
DEMOGRAPHIC
Age
Gender
Family size
Education
Income
BEHAVIOURAL
Degree of
loyalty
Benefits
sought
User status
Personality
PSYCHOGRAPHIC OCCASION
Social class
Lifestyle
Universal
Personal
occasions
Regular
Personal
Occasions
FIVE TYPES OF SEGMENTATION

3. The Health
Conscious
Budget Hunter Speedster On the Ball Variety Seekers
o People who have
a complete diet
plan and prefer
foods according
to their plan.
o Tend to equate
“value” with
higher quality and
some of these
consumers derive
social status from
their purchasing
behaviour.
o Limited to a fixed
budget for their
shopping
purchases. As a
result, they
purchase
discounted items.
o Sole driver of
their purchase
decision is
pricing.
o The Speedster
know what they
want and intend
to just get in and
out of the store.
o Tend to be busy
people, prime
need is for
convenience.
o Get information
about the store,
products, and
services while
they are on their
phone or on the
web.
o Looking for the
best value
product offer.
o Tend to consists
of innovators and
adaptors
o Try to switch for
new things.
FIVE CREATIVE NAMES

4. THE HEALTH
CONSCIOUS
BUDGET
HUNTER
SPEEDSTER ON THE BALL
VARIETY
SEEKERS

5. THE HEALTH CONSCIOUS
 GEOGRAPHIC
Location: Big Cities
Density: Urban Areas
 DEMOGRAPHIC
Age: 25-45
Gender: Female
Family Size: Single/ Married
Education: University
Occupation: Student & Working
Professionals
Income: Upper Middle
 BEHAVIOURAL
- Seeking higher quality foods in
Supermarkets and are willing to pay a
premium price.
 MARKETING CHANNELS
Facebook
Instagram
Pinterest
 PSYCHOGRAPHIC
- Easy going and Determined
- Traditionalists
- Higher status for brands
- Love to maintain strong and
healthy diet
- Eat clean and stay fit
- Reading books related health and
wellness
- Posting Instagram stories related
to healthy lifestyle
 OCCASION
- Regular basis

6. BUDGET HUNTER
 GEOGRAPHIC
Location: Big Cities
Density: Suburban Areas
 DEMOGRAPHIC
Age: 35-45
Gender: Female
Family Size: Married with kids
Education: College
Occupation: Working Professionals
Income: Middle
 BEHAVIOURAL
- are limited to a fixed budget for
their shopping purchases. And, as a
result, they purchase discounted
items.
 MARKETING CHANNELS
Direct Mail
Facebook
 PSYCHOGRAPHIC
- Prefer loyalty programs
- Spend less time on social
platforms
- Likes to shop online
- Save money and get good
discounts
- Loyal to low priced brands
- They don’t like to spend money
on unnecessary things
- Interested in buy one get one
offers
 OCCASION
- Monthly once

7. SPEEDSTER
 GEOGRAPHIC
Location: Big Cities
Density: Urban Areas
 DEMOGRAPHIC
Age: 25-35
Gender: Male
Family Size: Married
Education: College
Occupation: Working Professionals
Income: Higher
 BEHAVIOURAL
- Habitual buyers and are loyal to the
Supermarkets and brands, due to
their need to make their supermarket
experience highly time-efficient
 MARKETING CHANNELS
Mail
Facebook
Twitter
Instagram
 PSYCHOGRAPHIC
- Enjoy variety of products
- Spend more time in social
platforms
- Likes to do quick shopping in
Supermarkets
- Spend more money on premiums
- Maintain high standards for the
brands
- Strong believer and achiever
 OCCASION
- Monthly twice or thrice

8. ON THE BALL
 GEOGRAPHIC
Location: Big Cities
Density: Urban and Rural Areas
 DEMOGRAPHIC
Age: 25-35
Gender: Male
Family Size: Single/Married
Education: University
Occupation: Working Professionals
Income: Middle Upper
 BEHAVIOURAL
- The shoppers are very well informed
and do a ton of research before making
buying decisions.
 MARKETING CHANNELS
Facebook
Twitter
Instagram
Blog
 PSYCHOGRAPHIC
- Like doing research on products
- Spend more time on social
platforms and websites
- Interested in loyalty programs
- Prefers best value and services for
their product
- Bold and self-motivator
- Get recommendations from
friends.
- High values and goal oriented
 OCCASION
- Regular Personal Occasions

9. VARIETY SEEKERS
 GEOGRAPHIC
Location: Big Cities
Density: Urban and Rural Areas
 DEMOGRAPHIC
Age: 18-25
Gender: Male and Females
Family Size: Single
Education: College
Occupation: Student
Income: Middle
 BEHAVIOURAL
- They seek new products and varieties as
their needs and preferences changes based
on current trends in the market
 MARKETING CHANNELS
Facebook
Instagram
 PSYCHOGRAPHIC
- Higher status with higher brands
- Spend valuable time in social
platforms
- Trying new things
- Looking for changes and likes
exploring
- Active and trendsetter
- Likes spending time with family
and friends
- High values and goal oriented
 OCCASION
- Regular basis

10. FACEBOOK MOCK AD FOR SUPERMARKETS
The Facebook ad targets the Budget hunters of the
supermarket segmentation. This picture depicts about the
sales and offers available for the weekend and it shows
how the customers who are always limited in spending
their money are always keen on getting maximum
benefits. Choosing right social media platform is one of
the best ways to reach the people and also posting eye-
catching stories will result in customer engagement.
Targeting the right audience at the right time however the
goal of the supermarkets is to attract new customers,
creating uniqueness compared to other supermarkets
which make a lot of people to engage.
Discounts impact the way were the budget hunters think
and behave when shopping and affect their purchase
decisions.

11. CITATION:
 https://visualhunt.com/f2/photo/15140578475/71ee924749/ - Facebook Mock Post Image
 https://images.unsplash.com/photo-1481980028791-aaa1a937365f?ixlib=rb-
0.3.5&q=85&fm=jpg&crop=entropy&cs=srgb&dl=vero-photoart-
176526.jpg&s=d893abc59b0f2ec575b78dacb8d9e26f
 https://i.pinimg.com/originals/ca/e5/e6/cae5e6adde3648fd2eebdc0fa75a1c47
 https://images.unsplash.com/photo-1502216755355-67c256463e41?ixlib=rb-0.3.5
 https://cdn.pixabay.com/photo/2017/08/09/13/35/model-2614569__340
 http://admocks.adparlor.com/?submissionGuid=b0b126ae-e174-4ebd-b7b7-
4379620c6be8#facebook/offer_post - Facebook mock post tool
 https://stocksnap.io/search/people+grocery
 Free images taken from Pixabay, Pixels, visualhunt, unsplash