SlideShare a Scribd company logo
Chapter 3 Market Segmentation Consumer Behavior, Ninth Edition
Chapter Outline ,[object Object],[object Object],[object Object],[object Object]
Market Segmentation ,[object Object]
Three Phases of Marketing Strategy Phase 2 Target Market and Marketing Mix Selection Phase 3 Product/Brand Positioning Phase 1 Market Segmentation
Segmentation Studies ,[object Object],[object Object]
Ryka produces sneakers that meet the special needs of women’s feet.
Discussion Question ,[object Object],[object Object],[object Object],[object Object]
Bases for Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Table 3.1  Market Segmentation Occupation SEGMENTATION BASE SELECTED SEGMENTATION VARIABLES Geographic Segmentation Climate Density of area City Size Region Southwest, Mountain States, Alaska, Hawaii Major metropolitan areas, small cities, towns Urban, suburban, exurban, rural Temperate, hot, humid, rainy Demographic Segmentation Income Marital status Sex Age Under 12, 12-17, 18-34, 35-49, 50-64, 65-74, 75-99, 100+ Male, female Single, married, divorced, living together, widowed Under $25,000, $25,000-$34,999, $35,000-$49,999, $50,000-$74,999, $75,000-$99,999, $100,000 and over Education Some high school, high school graduate, some college, college graduate, postgraduate Professional, blue-collar, white-collar, agricultural, military
Table 3.1, continued SEGMENTATION BASE SELECTED SEGMENTATION VARIABLES Psychological Segmentation Learning-involvement Perception Personality Needs-motivation Shelter, safety, security, affection, sense of self-worth Extroverts, novelty seeker, aggressives, innovators Low-risk, moderate-risk, high-risk Low-involvement, high-involvement Psychographic Subcultures (Race/ethnic) Religion Cultures (Lifestyle) Segmentation Economy-minded, couch potatoes, outdoors enthusiasts, status seekers American, Italian, Chinese, Mexican, French, Pakistani Catholic, Protestant, Jewish, Moslem, other African American, Caucasian, Asian, Hispanic Family life cycle Social class Lower, middle, upper Bachelors, young married, full nesters, empty nesters Attitudes Positive attitude, negative attitude Sociocultural Segmentation
Table 3.1, continued SEGMENTATION BASE SELECTED SEGMENTATION VARIABLES Use-Related Segmentation Brand loyalty Awareness status Usage rate Heavy users, medium users, light users, non users Unaware, aware, interested, enthusiastic None, some, strong Use-Situation Segmentation Location Objective Time Leisure, work, rush, morning, night Personal, gift, snack, fun, achievement Home, work, friend’s home, in-store Person Self, family members, friends, boss, peers Benefit Segmentation Convenience, social acceptance, long lasting, economy, value-for-the-money PRIZM NE Geodemographics “ Movers & Shakers,” “New Empty Nests,” “Boomtown Singles,” “Bedrock America” Demographic/ Psychographics Combination of demographic and psychographic profiles of consumer segments profiles SRI VALS TM Innovators, Thinkers, Believer, Achievers, Strivers, Experiencer, Makers, Survivors Hybrid Segmentation
Geographic Segmentation ,[object Object]
Demographic Segmentation ,[object Object],[object Object],[object Object],[object Object]
Web sites for Singles Looking for a Match  Match.com targets all singles The Right Stuff  targets only Ivy League graduates weblink weblink
Psychological Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],Harley-Davidson Video
Two High-End Watches for Different Psychological Segments
Psychographic Segmentation ,[object Object],[object Object]
Table 3.6  Excerpts from AIO Inventory Instructions:  Please read each statement and place an “x” in the box that  best  indicates how strongly you “ agree ” or “ disagree ” with the statement. I feel that my life is moving faster and faster,  sometimes just too fast. If I could consider the “pluses” and “minuses,”  technology has been good for me. I find that I have to pull myself away from e-mail. Given my lifestyle, I have more of a shortage of  time than money. I like the benefits of the Internet, but I often don’t  have the time to take advantage of them. [1] [2] [3] [4] [5] [6] [7] [1] [2] [3] [4] [5] [6] [7] [1] [2] [3] [4] [5] [6] [7] [1] [2] [3] [4] [5] [6] [7] [1] [2] [3] [4] [5] [6] [7] Agree  Completely Disagree  Completely
weblink Opinions  and Attitudes ADBUSTERS Web site is targeted to consumers with a certain attitude toward advertisers
Sociocultural Segmentation ,[object Object],[object Object],[object Object]
Family Life Cycle Advertising Video cameras are often purchased by young couples with children.
Target reaches out to the Latino market.
Discussion Questions ,[object Object],[object Object]
Use-Related Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Segmenting Customers by Usage Table 3-8 High Low Consumption  High  Low LoLows (starve) HiHighs (stroke) LowHighs (chase) HiLows (tickle) Current Share
Usage-Situation Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object]
Benefit Segmentation ,[object Object]
Band-aid offers “flex” as a  benefit to consumers.
Hybrid Segmentation Approaches ,[object Object],[object Object],[object Object]
Selected Demographic Profile of USA Today  Excerpt from Table 3-10   56% 65% 55% College graduate or beyond 77% 83% 77% Attended college or beyond 45 43 45 Average Age 25% 18% 27% Age 55+ 67% 78% 65% Age 25-54 64% 73% 62% Age 18-49 34% 30% 34% Women 66% 70% 66% Men USA TODAY NETWORK USA TODAY.COM USA TODAY
Selected Lifestyle Profile of USA Today  Excerpt from Table 3-11  120 45% Book reading 123 48% Entertain friends or relatives at home in last 12 months 112 69% Household subscribes to cable 126 46% Bought music CD/tapes in last 12 months 120 73% Attended movies in last 6 months Leisure Activities 130 22% Owns digital camera 119 84% Household owns a PC 182 40% Online purchase for business or personal use in past 30 days 128 79% Internet access at home 174 32% Use Internet more than once a day Tech Savvy Readers Index % Comp
VALS Framework  Figure 3-7
Discussion Question ,[object Object],[object Object],[object Object],[object Object],[object Object],weblink
Criteria for Effective Targeting of Market Segments ,[object Object],[object Object],[object Object],[object Object]
Implementing Segmentation Strategies ,[object Object],[object Object],[object Object],[object Object]

More Related Content

What's hot

Chapter005
Chapter005Chapter005
Analyzing Business Market
Analyzing Business MarketAnalyzing Business Market
Analyzing Business Market
Huê Bùi Thị
 
Chapter 10 - Crafting the Brand Positioning
Chapter 10 - Crafting the Brand Positioning Chapter 10 - Crafting the Brand Positioning
Chapter 10 - Crafting the Brand Positioning
LorenzoGuinto
 
Chap04 Perspectives On Consumer Behavior
Chap04 Perspectives On Consumer BehaviorChap04 Perspectives On Consumer Behavior
Chap04 Perspectives On Consumer Behavior
Phoenix media & event
 
crafting the brand Positioning
 crafting  the brand Positioning crafting  the brand Positioning
crafting the brand Positioning
Bhaskar Jyoti Bora
 
Ch 2 Marketing research
Ch 2 Marketing researchCh 2 Marketing research
Ch 2 Marketing research
Ritesh Kumar
 
In what ways do consumers stray from a deliberative, rational decision proces...
In what ways do consumers stray from a deliberative, rational decision proces...In what ways do consumers stray from a deliberative, rational decision proces...
In what ways do consumers stray from a deliberative, rational decision proces...
Vaishnavi Ketharnathan
 
Chapter 15 Conumer Influence
Chapter 15 Conumer InfluenceChapter 15 Conumer Influence
Chapter 15 Conumer Influence
Avinash Kumar
 
Chapter 1 Marketing Research Malhotra
Chapter 1 Marketing Research MalhotraChapter 1 Marketing Research Malhotra
Chapter 1 Marketing Research Malhotra
AADITYA TANTIA
 
Developing Marketing Strategies and Plans / Marketing Management By Kotler K...
Developing Marketing Strategies and Plans / Marketing Management By Kotler K...Developing Marketing Strategies and Plans / Marketing Management By Kotler K...
Developing Marketing Strategies and Plans / Marketing Management By Kotler K...
Choudhry Asad
 
Chapter one
Chapter oneChapter one
Chapter one
resmawa
 
Product adaptation
Product adaptationProduct adaptation
Product adaptation
StudsPlanet.com
 
Kotler mm14 ch01_dppt
Kotler mm14 ch01_dpptKotler mm14 ch01_dppt
Kotler mm14 ch01_dppt
KHALED AL-SAWY
 
Ch7 Kotler and Keller presentation
Ch7 Kotler and Keller presentationCh7 Kotler and Keller presentation
Ch7 Kotler and Keller presentation
keiyaa
 
Marketing:Creating and Capturing Customer Value
Marketing:Creating and Capturing Customer ValueMarketing:Creating and Capturing Customer Value
Marketing:Creating and Capturing Customer Value
Alpha & Omega Healthcare Management Consulting
 
Solomon
SolomonSolomon
Solomon
Tên Lửa
 
Chapter 5 (designing marketing programsto build brand equity)
Chapter 5 (designing marketing programsto build brand equity)Chapter 5 (designing marketing programsto build brand equity)
Chapter 5 (designing marketing programsto build brand equity)
Jawad Chaudhry
 
Kotler mm 14e_07_ippt
Kotler mm 14e_07_ipptKotler mm 14e_07_ippt
Kotler mm 14e_07_ippt
Beulah Heights University
 
Module 2 marketing for customer value
Module 2 marketing for customer value Module 2 marketing for customer value
Module 2 marketing for customer value
ravalhimani
 
Chapter 1 - Introduction to Consumer Behavior
Chapter 1 - Introduction to Consumer Behavior Chapter 1 - Introduction to Consumer Behavior
Chapter 1 - Introduction to Consumer Behavior
STEP Skills Development Foundation
 

What's hot (20)

Chapter005
Chapter005Chapter005
Chapter005
 
Analyzing Business Market
Analyzing Business MarketAnalyzing Business Market
Analyzing Business Market
 
Chapter 10 - Crafting the Brand Positioning
Chapter 10 - Crafting the Brand Positioning Chapter 10 - Crafting the Brand Positioning
Chapter 10 - Crafting the Brand Positioning
 
Chap04 Perspectives On Consumer Behavior
Chap04 Perspectives On Consumer BehaviorChap04 Perspectives On Consumer Behavior
Chap04 Perspectives On Consumer Behavior
 
crafting the brand Positioning
 crafting  the brand Positioning crafting  the brand Positioning
crafting the brand Positioning
 
Ch 2 Marketing research
Ch 2 Marketing researchCh 2 Marketing research
Ch 2 Marketing research
 
In what ways do consumers stray from a deliberative, rational decision proces...
In what ways do consumers stray from a deliberative, rational decision proces...In what ways do consumers stray from a deliberative, rational decision proces...
In what ways do consumers stray from a deliberative, rational decision proces...
 
Chapter 15 Conumer Influence
Chapter 15 Conumer InfluenceChapter 15 Conumer Influence
Chapter 15 Conumer Influence
 
Chapter 1 Marketing Research Malhotra
Chapter 1 Marketing Research MalhotraChapter 1 Marketing Research Malhotra
Chapter 1 Marketing Research Malhotra
 
Developing Marketing Strategies and Plans / Marketing Management By Kotler K...
Developing Marketing Strategies and Plans / Marketing Management By Kotler K...Developing Marketing Strategies and Plans / Marketing Management By Kotler K...
Developing Marketing Strategies and Plans / Marketing Management By Kotler K...
 
Chapter one
Chapter oneChapter one
Chapter one
 
Product adaptation
Product adaptationProduct adaptation
Product adaptation
 
Kotler mm14 ch01_dppt
Kotler mm14 ch01_dpptKotler mm14 ch01_dppt
Kotler mm14 ch01_dppt
 
Ch7 Kotler and Keller presentation
Ch7 Kotler and Keller presentationCh7 Kotler and Keller presentation
Ch7 Kotler and Keller presentation
 
Marketing:Creating and Capturing Customer Value
Marketing:Creating and Capturing Customer ValueMarketing:Creating and Capturing Customer Value
Marketing:Creating and Capturing Customer Value
 
Solomon
SolomonSolomon
Solomon
 
Chapter 5 (designing marketing programsto build brand equity)
Chapter 5 (designing marketing programsto build brand equity)Chapter 5 (designing marketing programsto build brand equity)
Chapter 5 (designing marketing programsto build brand equity)
 
Kotler mm 14e_07_ippt
Kotler mm 14e_07_ipptKotler mm 14e_07_ippt
Kotler mm 14e_07_ippt
 
Module 2 marketing for customer value
Module 2 marketing for customer value Module 2 marketing for customer value
Module 2 marketing for customer value
 
Chapter 1 - Introduction to Consumer Behavior
Chapter 1 - Introduction to Consumer Behavior Chapter 1 - Introduction to Consumer Behavior
Chapter 1 - Introduction to Consumer Behavior
 

Viewers also liked

The North Face Market Segmentation
The North Face Market SegmentationThe North Face Market Segmentation
The North Face Market Segmentation
badertbw
 
turkey country analysis
turkey country analysisturkey country analysis
turkey country analysis
Sulabh Subedi
 
DiBella Coffee vs Starbucks - Consumer behavior, segmentation, positioning an...
DiBella Coffee vs Starbucks - Consumer behavior, segmentation, positioning an...DiBella Coffee vs Starbucks - Consumer behavior, segmentation, positioning an...
DiBella Coffee vs Starbucks - Consumer behavior, segmentation, positioning an...
MarcusHEikeland
 
Analysis of the global brand Adidas
Analysis of the global brand AdidasAnalysis of the global brand Adidas
Analysis of the global brand Adidas
Yesitha92
 
Customer Segmentation
Customer SegmentationCustomer Segmentation
Customer Segmentation
Carlos Soares
 
Marketing segmentation
Marketing segmentationMarketing segmentation
Marketing segmentation
Maya Humbatova
 
Market segmentation PPT
Market segmentation PPTMarket segmentation PPT
Market segmentation PPT
Aabhas Rastogi
 
Nike: Marketing Strategies
Nike: Marketing StrategiesNike: Marketing Strategies
Nike: Marketing Strategies
Paresh Ashara
 

Viewers also liked (8)

The North Face Market Segmentation
The North Face Market SegmentationThe North Face Market Segmentation
The North Face Market Segmentation
 
turkey country analysis
turkey country analysisturkey country analysis
turkey country analysis
 
DiBella Coffee vs Starbucks - Consumer behavior, segmentation, positioning an...
DiBella Coffee vs Starbucks - Consumer behavior, segmentation, positioning an...DiBella Coffee vs Starbucks - Consumer behavior, segmentation, positioning an...
DiBella Coffee vs Starbucks - Consumer behavior, segmentation, positioning an...
 
Analysis of the global brand Adidas
Analysis of the global brand AdidasAnalysis of the global brand Adidas
Analysis of the global brand Adidas
 
Customer Segmentation
Customer SegmentationCustomer Segmentation
Customer Segmentation
 
Marketing segmentation
Marketing segmentationMarketing segmentation
Marketing segmentation
 
Market segmentation PPT
Market segmentation PPTMarket segmentation PPT
Market segmentation PPT
 
Nike: Marketing Strategies
Nike: Marketing StrategiesNike: Marketing Strategies
Nike: Marketing Strategies
 

Similar to Chapter 3 Market Segmentation

Nikhar Tak BBA 2nd Year
Nikhar Tak BBA 2nd YearNikhar Tak BBA 2nd Year
Nikhar Tak BBA 2nd Year
Dezyneecole
 
Neha Kumari Jatav BBA 2nd Year
Neha Kumari Jatav BBA 2nd YearNeha Kumari Jatav BBA 2nd Year
Neha Kumari Jatav BBA 2nd Year
Dezyneecole
 
Segmentation
SegmentationSegmentation
Segmentation
Punith Manupati
 
Vaibhav Khurana BBA-1st Year
Vaibhav Khurana BBA-1st YearVaibhav Khurana BBA-1st Year
Vaibhav Khurana BBA-1st Year
Dezyneecole
 
How to Maximize Data to Enhance Your Fundraising Programs and Campaigns – All...
How to Maximize Data to Enhance Your Fundraising Programs and Campaigns – All...How to Maximize Data to Enhance Your Fundraising Programs and Campaigns – All...
How to Maximize Data to Enhance Your Fundraising Programs and Campaigns – All...
NetSquared Vancouver
 
Consumer Behaviour
Consumer BehaviourConsumer Behaviour
Consumer Behaviour
Madhusudan Partani
 
Segment
SegmentSegment
Segment
aryansai
 
Chapter eight
Chapter eightChapter eight
Chapter eight
Afnan Amjad
 
Kajal Khemchandani
Kajal KhemchandaniKajal Khemchandani
Kajal Khemchandani
Dezyneecole
 
Socio-Cultural Influences on Purchase Decision Making
Socio-Cultural Influences on Purchase Decision MakingSocio-Cultural Influences on Purchase Decision Making
Socio-Cultural Influences on Purchase Decision Making
AIPMM Administration
 
Introd to-
Introd to-Introd to-
Introd to-
Emad Amin
 
Chapter 3-Collecting Information and Forecasting Demand
Chapter 3-Collecting Information and Forecasting DemandChapter 3-Collecting Information and Forecasting Demand
Chapter 3-Collecting Information and Forecasting Demand
HajiSalman
 
Consumer Behavior
Consumer BehaviorConsumer Behavior
Consumer Behavior
Yashika Parekh
 
Kotler mm 13e_basic_06
Kotler mm 13e_basic_06Kotler mm 13e_basic_06
Kotler mm 13e_basic_06
maisuradi
 
Kotler mm 13e_basic_06
Kotler mm 13e_basic_06Kotler mm 13e_basic_06
Kotler mm 13e_basic_06
maisuradi
 
Chapter 6 analyzing consumer markets
Chapter 6   analyzing consumer marketsChapter 6   analyzing consumer markets
Chapter 6 analyzing consumer markets
smumbahelp
 
Nonprofit Funding Bias And Foundation Diversity
Nonprofit Funding Bias And Foundation DiversityNonprofit Funding Bias And Foundation Diversity
Nonprofit Funding Bias And Foundation Diversity
City Vision University
 
Why Social Media is very important for business
Why Social Media is very important for businessWhy Social Media is very important for business
Why Social Media is very important for business
Shopit4me India and Online shopping
 
CB & AMP; external influences
CB & AMP; external influencesCB & AMP; external influences
CB & AMP; external influences
Pankaj Kumar
 
Imagined Commnuity
Imagined CommnuityImagined Commnuity
Imagined Commnuity
Jeffrey Greenman
 

Similar to Chapter 3 Market Segmentation (20)

Nikhar Tak BBA 2nd Year
Nikhar Tak BBA 2nd YearNikhar Tak BBA 2nd Year
Nikhar Tak BBA 2nd Year
 
Neha Kumari Jatav BBA 2nd Year
Neha Kumari Jatav BBA 2nd YearNeha Kumari Jatav BBA 2nd Year
Neha Kumari Jatav BBA 2nd Year
 
Segmentation
SegmentationSegmentation
Segmentation
 
Vaibhav Khurana BBA-1st Year
Vaibhav Khurana BBA-1st YearVaibhav Khurana BBA-1st Year
Vaibhav Khurana BBA-1st Year
 
How to Maximize Data to Enhance Your Fundraising Programs and Campaigns – All...
How to Maximize Data to Enhance Your Fundraising Programs and Campaigns – All...How to Maximize Data to Enhance Your Fundraising Programs and Campaigns – All...
How to Maximize Data to Enhance Your Fundraising Programs and Campaigns – All...
 
Consumer Behaviour
Consumer BehaviourConsumer Behaviour
Consumer Behaviour
 
Segment
SegmentSegment
Segment
 
Chapter eight
Chapter eightChapter eight
Chapter eight
 
Kajal Khemchandani
Kajal KhemchandaniKajal Khemchandani
Kajal Khemchandani
 
Socio-Cultural Influences on Purchase Decision Making
Socio-Cultural Influences on Purchase Decision MakingSocio-Cultural Influences on Purchase Decision Making
Socio-Cultural Influences on Purchase Decision Making
 
Introd to-
Introd to-Introd to-
Introd to-
 
Chapter 3-Collecting Information and Forecasting Demand
Chapter 3-Collecting Information and Forecasting DemandChapter 3-Collecting Information and Forecasting Demand
Chapter 3-Collecting Information and Forecasting Demand
 
Consumer Behavior
Consumer BehaviorConsumer Behavior
Consumer Behavior
 
Kotler mm 13e_basic_06
Kotler mm 13e_basic_06Kotler mm 13e_basic_06
Kotler mm 13e_basic_06
 
Kotler mm 13e_basic_06
Kotler mm 13e_basic_06Kotler mm 13e_basic_06
Kotler mm 13e_basic_06
 
Chapter 6 analyzing consumer markets
Chapter 6   analyzing consumer marketsChapter 6   analyzing consumer markets
Chapter 6 analyzing consumer markets
 
Nonprofit Funding Bias And Foundation Diversity
Nonprofit Funding Bias And Foundation DiversityNonprofit Funding Bias And Foundation Diversity
Nonprofit Funding Bias And Foundation Diversity
 
Why Social Media is very important for business
Why Social Media is very important for businessWhy Social Media is very important for business
Why Social Media is very important for business
 
CB & AMP; external influences
CB & AMP; external influencesCB & AMP; external influences
CB & AMP; external influences
 
Imagined Commnuity
Imagined CommnuityImagined Commnuity
Imagined Commnuity
 

More from Avinash Kumar

Chap010
Chap010Chap010
Chap010
Avinash Kumar
 
Chap009
Chap009Chap009
Chap009
Avinash Kumar
 
Chap011
Chap011Chap011
Chap011
Avinash Kumar
 
Chap006
Chap006Chap006
Chap006
Avinash Kumar
 
Chap004
Chap004Chap004
Chap004
Avinash Kumar
 
Chap003
Chap003Chap003
Chap003
Avinash Kumar
 
Chap005
Chap005Chap005
Chap005
Avinash Kumar
 
Chap007
Chap007Chap007
Chap007
Avinash Kumar
 
Chap008
Chap008Chap008
Chap008
Avinash Kumar
 
Chap002
Chap002Chap002
Chap002
Avinash Kumar
 
Chap001
Chap001Chap001
Chap001
Avinash Kumar
 
Kotlers Soft Copy
Kotlers Soft CopyKotlers Soft Copy
Kotlers Soft Copy
Avinash Kumar
 
SHRM
SHRMSHRM
Selection
SelectionSelection
Selection
Avinash Kumar
 
Recruitment
RecruitmentRecruitment
Recruitment
Avinash Kumar
 
Job Analysis
Job AnalysisJob Analysis
Job Analysis
Avinash Kumar
 
Hrp
HrpHrp
Hra
HraHra
Chapter 30
Chapter 30Chapter 30
Chapter 30
Avinash Kumar
 
Chapter 29
Chapter 29Chapter 29
Chapter 29
Avinash Kumar
 

More from Avinash Kumar (20)

Chap010
Chap010Chap010
Chap010
 
Chap009
Chap009Chap009
Chap009
 
Chap011
Chap011Chap011
Chap011
 
Chap006
Chap006Chap006
Chap006
 
Chap004
Chap004Chap004
Chap004
 
Chap003
Chap003Chap003
Chap003
 
Chap005
Chap005Chap005
Chap005
 
Chap007
Chap007Chap007
Chap007
 
Chap008
Chap008Chap008
Chap008
 
Chap002
Chap002Chap002
Chap002
 
Chap001
Chap001Chap001
Chap001
 
Kotlers Soft Copy
Kotlers Soft CopyKotlers Soft Copy
Kotlers Soft Copy
 
SHRM
SHRMSHRM
SHRM
 
Selection
SelectionSelection
Selection
 
Recruitment
RecruitmentRecruitment
Recruitment
 
Job Analysis
Job AnalysisJob Analysis
Job Analysis
 
Hrp
HrpHrp
Hrp
 
Hra
HraHra
Hra
 
Chapter 30
Chapter 30Chapter 30
Chapter 30
 
Chapter 29
Chapter 29Chapter 29
Chapter 29
 

Chapter 3 Market Segmentation

  • 1. Chapter 3 Market Segmentation Consumer Behavior, Ninth Edition
  • 2.
  • 3.
  • 4. Three Phases of Marketing Strategy Phase 2 Target Market and Marketing Mix Selection Phase 3 Product/Brand Positioning Phase 1 Market Segmentation
  • 5.
  • 6. Ryka produces sneakers that meet the special needs of women’s feet.
  • 7.
  • 8.
  • 9. Table 3.1 Market Segmentation Occupation SEGMENTATION BASE SELECTED SEGMENTATION VARIABLES Geographic Segmentation Climate Density of area City Size Region Southwest, Mountain States, Alaska, Hawaii Major metropolitan areas, small cities, towns Urban, suburban, exurban, rural Temperate, hot, humid, rainy Demographic Segmentation Income Marital status Sex Age Under 12, 12-17, 18-34, 35-49, 50-64, 65-74, 75-99, 100+ Male, female Single, married, divorced, living together, widowed Under $25,000, $25,000-$34,999, $35,000-$49,999, $50,000-$74,999, $75,000-$99,999, $100,000 and over Education Some high school, high school graduate, some college, college graduate, postgraduate Professional, blue-collar, white-collar, agricultural, military
  • 10. Table 3.1, continued SEGMENTATION BASE SELECTED SEGMENTATION VARIABLES Psychological Segmentation Learning-involvement Perception Personality Needs-motivation Shelter, safety, security, affection, sense of self-worth Extroverts, novelty seeker, aggressives, innovators Low-risk, moderate-risk, high-risk Low-involvement, high-involvement Psychographic Subcultures (Race/ethnic) Religion Cultures (Lifestyle) Segmentation Economy-minded, couch potatoes, outdoors enthusiasts, status seekers American, Italian, Chinese, Mexican, French, Pakistani Catholic, Protestant, Jewish, Moslem, other African American, Caucasian, Asian, Hispanic Family life cycle Social class Lower, middle, upper Bachelors, young married, full nesters, empty nesters Attitudes Positive attitude, negative attitude Sociocultural Segmentation
  • 11. Table 3.1, continued SEGMENTATION BASE SELECTED SEGMENTATION VARIABLES Use-Related Segmentation Brand loyalty Awareness status Usage rate Heavy users, medium users, light users, non users Unaware, aware, interested, enthusiastic None, some, strong Use-Situation Segmentation Location Objective Time Leisure, work, rush, morning, night Personal, gift, snack, fun, achievement Home, work, friend’s home, in-store Person Self, family members, friends, boss, peers Benefit Segmentation Convenience, social acceptance, long lasting, economy, value-for-the-money PRIZM NE Geodemographics “ Movers & Shakers,” “New Empty Nests,” “Boomtown Singles,” “Bedrock America” Demographic/ Psychographics Combination of demographic and psychographic profiles of consumer segments profiles SRI VALS TM Innovators, Thinkers, Believer, Achievers, Strivers, Experiencer, Makers, Survivors Hybrid Segmentation
  • 12.
  • 13.
  • 14. Web sites for Singles Looking for a Match Match.com targets all singles The Right Stuff targets only Ivy League graduates weblink weblink
  • 15.
  • 16. Two High-End Watches for Different Psychological Segments
  • 17.
  • 18. Table 3.6 Excerpts from AIO Inventory Instructions: Please read each statement and place an “x” in the box that best indicates how strongly you “ agree ” or “ disagree ” with the statement. I feel that my life is moving faster and faster, sometimes just too fast. If I could consider the “pluses” and “minuses,” technology has been good for me. I find that I have to pull myself away from e-mail. Given my lifestyle, I have more of a shortage of time than money. I like the benefits of the Internet, but I often don’t have the time to take advantage of them. [1] [2] [3] [4] [5] [6] [7] [1] [2] [3] [4] [5] [6] [7] [1] [2] [3] [4] [5] [6] [7] [1] [2] [3] [4] [5] [6] [7] [1] [2] [3] [4] [5] [6] [7] Agree Completely Disagree Completely
  • 19. weblink Opinions and Attitudes ADBUSTERS Web site is targeted to consumers with a certain attitude toward advertisers
  • 20.
  • 21. Family Life Cycle Advertising Video cameras are often purchased by young couples with children.
  • 22. Target reaches out to the Latino market.
  • 23.
  • 24.
  • 25. Segmenting Customers by Usage Table 3-8 High Low Consumption High Low LoLows (starve) HiHighs (stroke) LowHighs (chase) HiLows (tickle) Current Share
  • 26.
  • 27.
  • 28. Band-aid offers “flex” as a benefit to consumers.
  • 29.
  • 30. Selected Demographic Profile of USA Today Excerpt from Table 3-10 56% 65% 55% College graduate or beyond 77% 83% 77% Attended college or beyond 45 43 45 Average Age 25% 18% 27% Age 55+ 67% 78% 65% Age 25-54 64% 73% 62% Age 18-49 34% 30% 34% Women 66% 70% 66% Men USA TODAY NETWORK USA TODAY.COM USA TODAY
  • 31. Selected Lifestyle Profile of USA Today Excerpt from Table 3-11 120 45% Book reading 123 48% Entertain friends or relatives at home in last 12 months 112 69% Household subscribes to cable 126 46% Bought music CD/tapes in last 12 months 120 73% Attended movies in last 6 months Leisure Activities 130 22% Owns digital camera 119 84% Household owns a PC 182 40% Online purchase for business or personal use in past 30 days 128 79% Internet access at home 174 32% Use Internet more than once a day Tech Savvy Readers Index % Comp
  • 32. VALS Framework Figure 3-7
  • 33.
  • 34.
  • 35.