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Published byHarriet Gibson Modified over 9 years ago
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Market Segmentation dividing a particular market into sections, which display similar characteristics or behaviour
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Demographics
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Demographic Segmentation
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Age – different needs (kids, old people) Gender – cosmetics, clothing, – All Bar one (London) –encourage women’s social drinkingLondon – Unisex products (works on the similarity between the 2 genders)
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Income income
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Life cycles – Holidays: families, 18-30s singles, those in their 50s.
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Geographic
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Yuppie Associations Mobile High valued house/flat Good Salary Young branded car. Third Agers Associations. 50's Retired early from profession. Time to spare Adventure Seekers Lifestyle groups
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Social class Divides society into 6 distinct groups based solely on occupation. A Professional staff B Middle management C1 Junior management C2 Skilled manual D Semi-skilled and unskilled workers. E Those dependent on the state.
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Personality 18-25, outgoing, independent – what products?
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occasion Products bought at Christmas, Easter, Mother’s day
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Usage rate light medium Heavy users targeted
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