Accounting MRK108 Chapter 7.2: Part 2 MRK108 Chapter 7
27 Dec 2016
School
Department
Course
Professor
Document Summary
Psychographic segmentation market segmentation on the basis of the variables personality, motives, lifestyle, geodemographics. Personality refle(cid:272)ts the perso(cid:374)"s traits, attitude a(cid:374)d ha(cid:271)its. Motives namely, to care for their loved ones. Lifestyle divides people into groups according to the way they spend their time, importance of the things around them, beliefs, and socioeconomic characteristics (income & education) Geodemographic clusters potential customers into neighborhood lifestyle categories. Helps marketers develop marketing programs tailored to prospective buyers who live in small geographic regions. Benefit segmentation the process of grouping customers into market segments according to benefits they seem from the product. Most market segmentation are based on the assumption that related subgroups of people or organizations share one+ characteristics that cause them to have similar product needs. Usage-rate segmentation divides a market by the amount of product bought or consumed. Categories: former user, potential users, first time users, light or irregular users, medium users & heavy users.
