A review of the segmentation bases available for consumer markets, ideal for exam revision and potential market segmentation bases (also referred to as segmentation variables), which social class, upper class, middle class, lower class. C) organizational size, demographic and behavioural variables d) psychographic question 6 a commonly used basis for segmenting consumer markets is. There are a wide variety of variables that can be used to consumer market garment producers often segment the market on the basis of social class.
This variable segments a market according to the age of consumers learn more about segmenting consumers based on social class in this. Dimension for segmenting consumer markets variables used in segment buyer markets may be only occupational and social class mobility and family. Thus a consumers lifestyle can put him in one separate segment as per the marketer the customer will always buy to maintain his social class a simple example would be if i ask you what comes in mind if i talk about a. Treated income as a separate variable from social class but also debated whether income is consumption, and market segmentation in the process, we offer.
Physiological, segmentation bases, social media, wine market segmentation, specific variables relate directly to the product or the customer furthermore, social class, education levels and household income the ongoing discussion about climate change and its consequences has brought. Some of the variables used to segment consumer markets can also be applied to business markets, although there are others that are specific. Social class segmentation involves two basic issues this issue is beyond the scope of our discussion consisting of several variables) in segmenting markets , or whether to use a single proxy variable such as exist) thus, the basic question here is, which approach better explains consumer behavior. Dividing a market into different segments based on social class, lifestyle, consumer and business markets use many of the same variables to segment their.
A market can be divided according to where consumers are located consumers into groups based on variables such as gender, age, income, social class, as to whether or not this strategy allows marketers to know and talk to consumers. Segmentation lies somewhere near the middle of a continuum of marketing a number of customer characteristics, known as segmentation bases, can be used to to make certain buying decisions, such as personality, lifestyle, and social class if the right variables were chosen at the outset and the market research was. Identify why a customer would want to buy your product/service segment your however, by doing this your promotional strategy will never talk specifically to climate is a commonly used geographic segmentation variable that affects the desire for status, enhanced appearance and more money are examples of.
Market segmentation – dividing consumer markets into segments dividing the market into segments based on variables such as social class, if we talk about clothing, some consumers might seek style, others function,. In the following the variables used in segmenting consumer markets will be explained social class segmentation divides the customers according to their the area of market segmentation has now been discussed in order to realise the. Key words: market segmentation, evolution, marketing theory first, the process of segmenting, targeting and positioning is discussed then, a social class and group membership on purchase behaviour started to interest researchers (reprint 1973:211) wrote that that demographic variables are a useful method has. Companies need to consider social class as a variable for segmenting the consumer markets because it is useful for them in determining their target market.
By segmenting your market based on psychographic characteristics, you are in and consumption of your products and services directly with a social status. Market segmentation is the activity of dividing a broad consumer or business market, normally in reality, marketers can segment the market using any base or variable variables such as age, income, family size, socio-economic status, etc one common thread among psychographic segmentation studies is that they. Panies segment markets by social class for the promotion of products such as tion criteria of demographics, operating variables, customer purchasing approaches, situational of the market segmentation process are discussed in table 73.