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Lecture

MKT 2210 Lecture Notes - Psychographic


Department
Marketing
Course Code
MKT 2210
Professor
Subbu Sivaramakrishnan

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Demographic Segmentation
- Demographic segmentation: Dividing the market into groups based on demographics variable such as sex, age,
family size, family life cycle, income, occupation, education, religion, race, and nationality.
- Demographic factors are the most popular bases for segmenting customer groups. One reason is that customer
needs, wants and usage rates often vary closely with demographic variables. Another s that demographic variables
are easier to measure than most other types of variables.
- Table 7-1 Major Segmentation Variables for customer markets (231)
Age and life cycle
- Age and life cycle: Dividing the market into different age and life cycle groups.
- Customer needs and want change with age.
Gender
- Gender segmentation: Dividing a market into different groups based on sex.
Income
- Income Segmentation: Dividing a market into different income groups.
Psychographics Segmentation
- Psychographics segmentation: Dividing a market into different groups based on social class, lifestyle, or
personality characteristics.
Behaviour Segmentation
- Behaviour Segmentation: Dividing marketing into groups based on customer knowledge, attitudes, use, or response
to a product.
- Occasion Segmentation: Dividing the market into groups according to occasions when buyers get the idea to buy,
actually make their purchase, or use their purchase item.
Benefit Sought
- Benefit Segmentation: Dividing the market into groups according to the different benefits that customers seek from
the product.
User Status
- Markets can be segmented into groups of non-user, ex-users, potential users, first-time users, and regular users of a
product.
Usage rate
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