Escolar Documentos
Profissional Documentos
Cultura Documentos
Segments
Flexible market offering: Naked solution Discretionary options Preference segments: Homogenous preferences Diffused preferences Clustered preferences
Geographic segmentation
Demographic segmentation
Age and life cycle stage Gender Income Generation Social class Family size Nationality Occupation Education Race
Psychographic segmentation
Personality traits: Energy Self confidence Intellectualism Novelty Innovativeness Impulsiveness Leadership vanity
Lifestyle Values
Continued..
Consumers motivated by ideals: Guided by knowledge and principal Consumers motivated by achievements: Look for product and services Consumer motivated by self expression: Desire social or physical activity, variety, risk etc.
Continued..
Consumers with Higher resources : Innovators Thinker Achievers Experiences Consumer with lower resource: Believers Strivers Makers Survivors
Behavioral segmentation
Variables are: Occasions Benefits User status Usage rate Buyer-readiness stage Loyalty status Attitude Conversion model..
Conversion model
Additional considerations
Segment-by segment invasion plans Ethical choice of market targets
Thank you..
Any Questions ?????