BUS 343 Chapter Notes - Chapter 7: Millennials, Customer Relationship Management, Shomi
14 Mar 2017
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Divide market into different age and life-cycle (family status) groups: gender segment. Divide based on gender: looks at who makes most shopping decisions, new trends for the genders, etc, household income (hhi) segment. Into different income segments, whether single, couple or w/ kids: yacht clubs ,000+ households, no frills -> ,000 or less households, ethnic or cultural groups languages, relatable brand personalities. According to occasions when buyers get the idea to buy, actually make their purchase, or use the purchased item: seasonal products (christmas, thanksgiving, etc) or routine products (e. g. drinking oj, benefit segment. Loyalty status complete/some-what/zero levels of loyalty to brands. Using multiple segmentation bases: there are business info services that provide multi-variable segmentation systems that merge the data to help companies segment their markets down, e. g. The nielse(cid:374) co(cid:373)pa(cid:374)(cid:455)"s pri)m: targeting the lgbt community involves this kind of segmentation because it is very diverse in all variables.
