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    The document discusses market segmentation and consumer behavior. It defines segmentation as dividing a large, heterogeneous market into more homogenous groups that have similar interests, demographics, or behaviors. Segments should be identifiable, accessible to marketers, and responsive to products. Types of segmentation include demographics, psychographics, product usage, and benefits sought. The key is understanding what consumers want in exchange for their purchase to best target specific segments.

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    Segmentation and Consumer Behavior[1]

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    The document discusses market segmentation and consumer behavior. It defines segmentation as dividing a large, heterogeneous market into more homogenous groups that have similar interests, demographics, or behaviors. Segments should be identifiable, accessible to marketers, and responsive to products. Types of segmentation include demographics, psychographics, product usage, and benefits sought. The key is understanding what consumers want in exchange for their purchase to best target specific segments.

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    168 views11 pages

    Segmentation and Consumer Behavior

    Uploaded by

    bheeshmachatrath
    The document discusses market segmentation and consumer behavior. It defines segmentation as dividing a large, heterogeneous market into more homogenous groups that have similar interests, demographics, or behaviors. Segments should be identifiable, accessible to marketers, and responsive to products. Types of segmentation include demographics, psychographics, product usage, and benefits sought. The key is understanding what consumers want in exchange for their purchase to best target specific segments.

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    Attribution Non-Commercial (BY-NC)
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    of 11

    Se gmentation

    and Consumer
    Behavior
    Sport Marketing
    Fall 2005
    Dr. Sutton

    1
    Segmentation &
    Consumer Behavior
     Segmentation defined:
     Dividing a large, heterogeneous market into
    more homogenous groups of people who
    have similar interests or desires, have
    similar demographic characteristics or
    profiles or behave in similar fashion
     THINK small

    2
    Segmentation &
    Consumer Behavior
     When should the market be segmented?
     IF THE SEGMENT CAN:
     Be identified or measured in terms of its size
    and purchasing power
     Be accessed or reached by the marketer
     Be presumed to be responsive

    3
    Segmentation &
    Consumer Behavior
     Responsiveness refers to :
     Whether or not the product will match the
    needs and wants of the consumer
     Whether or not the segment is significant
    enough (size and potential ROI) to merit the
    effort

    4
    Segmentation &
    Consumer Behavior
     Types of Segmentation:
    1. Consumer’s State of Being
    (Demographics)
     Geography
     Income
     Gender
     Age
     Ethnicity
     Education
    5
    Segmentation &
    Consumer Behavior
     Types of Segmentation:
    1.Consumer’s State of Being (Demographics)
     Marital status
    Sexual orientation
    Household size

    6
    Segmentation &
    Consumer Behavior
     Types of Segmentation:
    2. Consumer’s State of Mind
    (Psychographics)
     Consumers may be divided by personality traits
    (Values and Life Style Options – VALS),
    attitudes, opinions, preferences, and perceptions

    7
    Segmentation &
    Consumer Behavior
     3. Product Usage Segmentation
     80/20 Rule
     Frequency Escalator
     Frequent Flyers/Compadres
     Avid golfers
     Season Ticket holders
     Non-peak skiers

    8
    Segmentation &
    Consumer Behavior
     4. Benefits Segmentation
     What does the consumer expect to receive
    in exchange for his choice/purchase?
     Access
    Location/proximity
    Durability
    Premiums
    Miles
     Value
    9
    Segmentation &
    Consumer Behavior
     4. Benefits Segmentation
     What does the consumer expect to receive in
    exchange for his choice/purchase?
     Enjoyment
    Validation
    Status
    Recognition
    Reciprocity
    ????????????????????????????????

    10
    Segmentation &
    Consumer Behavior
     Do we always act like we look?
     Do our values reflect who we are?
     NFL season-ticket holders vs. NBA
    season ticket holders
     Pro sport fans vs. college sports fans
     Trading-Up

    11

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