26. Market Segmentation

63 %
37 %
Information about 26. Market Segmentation

Published on October 1, 2014

Author: nbbused

Source: slideshare.net


CFE - Unit 2

Market Segmentation

Definition Splitting consumers into groups with similar characteristics, behaviour or preferences.

How Can the Market be Segmented? Common methods: Age Gender  Lifestyle Socio-Economic Group Income Ethnic/Religious Group View slide

Consumer Behaviour View slide

Definition  Consumer Behaviour is the study of consumers and the processes they use to choose products/services and the impacts these processes have on the consumer.

Reasons to study Consumer Behaviour  To figure out why consumers buy what they do – Are products bought for status?  To find out what motivates consumers – What factors encourage buying; necessity?  To find out what influences buying decisions – Advertising, point of sale displays, store layout  To figure out which target segments are buying the products  To find out where consumers buy the products – online, supermarket etc.  To evaluate what makes consumers satisfied

Types of Buying

Impulse Purchases  Buying something without thinking. In the spur of the moment, perhaps influenced by a promotion

Routine Purchases  Buying something out of habit, for example buying milk happens without too much thought

Limited Decision-Making Purchases  Buying something which you have some thought about before the transaction, clothing for a specific purpose etc.

Extensive Decision-Making Purchases  Buying something which you have had a large amount of thought before coming to a decision, perhaps buying a car. These tend to be infrequent.

Add a comment

Related presentations

Related pages

7- 25 7- 26 Market Segmentation Multiple segmentation is ...

7- 25 7- 26 Market Segmentation Multiple segmentation is used to identify smaller, better-defined from BA 101 at Grace Christian College
Read more

Market Segmentation

Market Segmentation. THE 5 GOLDEN RULES OF SEGMENTATION. A marketing plan or product launch cannot be successful without proper segmentation. Market ...
Read more


MARKET SEGMENTATION ... Market segmentation is sub-dividing a market into distinct and ... SEGMENTATION Slide 24 BEHAVIOURAL SEGMENTATION Slide 26 ...
Read more

What Is Market Segmentation? - About.com Money

Target market segmentation is one of the three pillars of the classic integrated process known as Segmentation - Target Market - Positioning (STP).
Read more

Labor market segmentation - Wikipedia, the free encyclopedia

Overview. The theory of labor market segmentation contrasts with the view of neo-classical economic theory, which posits the existence of a unified market ...
Read more

The Importance of Market Segmentation - Boundless

Learn more about the importance of market segmentation in the Boundless open textbook.
Read more

6 Benefits Of Market Segmentation: Less Risk, More Profit

Market segmentation decreases risk and drives profits by dividing the infinite pool of potential clients into better defined and more manageable groups.
Read more

Market Segmentation Using Kmeans - Rowe Quality Services ...

Market Segmentation Using K-Means Cluster Analysis Harry B. Rowe March 26, 2012
Read more

26. that market segmentation is used to understand the ...

26. that market segmentation is used to understand the buyer behavior of customers 27. that market from ISDS 2001 at LSU
Read more