Identify the four bases of Market Segmentation and give three market segmenting
ID: 394418 • Letter: I
Question
Identify the four bases of Market Segmentation and give three market segmenting variables that demonstrate each of the four bases along with an example of each of the variables uses (brand or product category). The example for each variable should demonstrate a heavy use of such variable in terms of a specific brand/product category (choose best examples that predominately uses the segmenting base to market their offering). Please organize the response by the base and list the variables appropriate under each base heading
based on the article found in the Learning Resource tab of the classroom entitled "How Companies Learn Your Secrets" answer the following questions in order.
a) What surprised you the most about the article?
b) Which approach to Consumer Behavior Research is being used? Why?
c) What type of question was used to retrieve most of the data (open-ended or closed-ended)? Using the article, author two examples of closed-ended questions (no dichotomous allowed) and two examples of open-ended questions that may be added to a follow-up study to the one in the article (think of these on your own). Be sure to include scales and proper format for the closed-ended questions.
d) Do you think this type of research is insightful and worth the money?
Need help developing closed-ended questions for c)? Take a look at this MS PowerPoint that has been put together- hope you find it helpful!
/content/enforced/236161-M_006191-01-2175/UMUC Closed Ended Questions Powerpoint Presentation.pptx
Explanation / Answer
Q.1.The followings are the four different bases of segmentation that are in use by many brands globally and locally -
A) Geography
B) Gender
C) Age
D) Income
Now consider the following segmenting variables which lie under each of the above written segmenting base -
A) Geography - Urban-riral, Ckimate and Region
B) Gender - Male and Female
C) Age - Below 14, Teens, youth (between 18 to 30),Old age citizens
D) Income - Lower income class, Middle Income class, Upper Income Class.
Now consider the following table in which examples are illustrated of each segmenting variable under each base -
Gender Age Income Geographic Male Female Below 14 Youth Old age consumers Lower income Middle Income Upper market Region Urban-Rural Climate Gillete razors Lakme cosmetics Lilliput Rap music Retirement package Low rent apartments Samsung Roles McDonald Fena in Indian Rural Clothing Raymond Biba Armani Junios Youth clubing Lesiure travels Walmart Tide Gucci Clothing Asian Paint in Indian rural Wooden houses in south Ray-Ban Sanitary napkins like Whispers art & eden Bikes for young Medical goods Hyundai Nescafe Rolls Royce Cold Drinks Surf excel in Urban Igloo Jockey Eva deodrant Chupa chups Nike Micromax Woodland Neiman Marcus Happy meal of McDonald Ikea Starbucks Iphone