Escolar Documentos
Profissional Documentos
Cultura Documentos
SEGMENTATION
AND THE
MARKETING
Copyright 2005 McGraw-Hill Australia Pty Ltd
ENVIRONMENT
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena
2-2
2-3
Technology boom
Technology - affordable, accessible and user
friendly
2-4
Social/cultural factors
Focus on healthier lifestyles
Multicultural
Household consumption
Environmental issues
2-5
2-6
Segmentation
Research needs or buying motivations i.e. for toilet paper price conscious, softest and best quality, or environmentally friendly
Consider how the needs relate to the segmentation bases
3.
4.
5.
Geographic
Demographic
Psychographic
Product-related benefit segmentation
2-7
Geographic
Grouping people according to their geographic
location
International country or region, state, regional area
2-8
Demographic
Age
Gender
Family life cycle
Occupation
Education
Ethnic background
2-9
Geodemographic
Combining geographic and demographic
information
Based on the assumption that people living in
210
Psychographic
Profiles developed by
considering attitudes,
interests and opinions
Grouping consumers
according to similar lifestyle
traits, i.e health conscious,
environmentally aware,
adventure seekers
See EXHIBIT 2.12 American Express appeals to
lifestyle segments, page 43
PowerPoint slides supplied on the Instructor
Resource CD to accompany Consumer Behaviour
include advertisement images.
211
Product-related benefit
segmentation
212
213
one of these
segments?
How?
Copyright
2005
McGraw-Hill
Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena
214
215
Market aggregation
Market aggregation:
216
Broad approaches to
segmentation
What business is the company really in?
What is the psychological basis of the wants and
changing?
Will technology, new products, or competitor
Copyright
2005 McGraw-Hill
threats
change
the market? Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena
217
218
219
Limitations
220
Regional variables
Customer concentration
Regional industrial growth
International macroeconomic factors
221