After reading the chapters and lecture notes regarding marketing segmentation an
ID: 459578 • Letter: A
Question
After reading the chapters and lecture notes regarding marketing segmentation and target markets, select one of the following product categories (cars, trucks, SUV’s, shoe stores, men’s or women’s clothing stores, computers, beer, headphones, or fitness centers), and describe the three largest consumer segments within that particular market. Do some research on the web and familiarize yourself with whichever product category you choose (please note that cars, trucks, and SUV’s are separate product categories, as are men’s and women’s clothing stores). Using the various segmentation variables that you have learned about in the textbook and lecture notes, describe the consumers that comprise three different segments of the market. In doing so, create a profile of consumers within each segment, in terms of the most relevant demographic, geographic, psychographic, and/or product related variables; and then name each segment (e.g., within the car market, three segments might be "soccer moms", "young professionals", and "eco-friendlies.") Please note that some segmentation variables might not apply in a particular situation, so use the variables that you think make the most sense. To better illustrate the differences between each consumer segment, identify the major brands (or stores) that appeal to each particular group. (Just to clarify: keep in mind that, in this context, market segments are groups of consumers who have similar needs or desires for a particular type of product or service.)
Explanation / Answer
The market segment i am choosing is - fitness centres.
These days being fit is a way of life and fitness has become a major ingredient in everybody's life, be it men or women.
The market segments for fitness centres are - Athletes, working men and women, women post delivery.
Athletes, both men and women spend a considerable amount of time at the fitness centres. Half of their lives are spent on fitness. Body building, cardio, muscle building, strength training, toning etc are the major activities of the athletes. So, the first category of the segment market is athletes.
The athletes group includes - olympic competitors, marathonists, and body builders in common. In general, athletes have to be fit in order to sustain the competition. Ensuring a best fitness regime and to meet the fitness goals it is very important for any athlete to practice what they preach.
The second category of people going to fitness centres are working men and women. Corporate life has taken a toll on the health of the young professionals. To keep a tab on what is going inside everytime you eat is very difficult. So, to keep up to the healthy life, working people visit fitness centres.
The third category of the people who visit fitness centres are the moms. Post pregnancy and delivery ,fitness becomes a prime goal for any mom. To get rid of the excess fat accumulated during the pregnancy.
Above three segments are the most targeted segments for the fitness centres. All the three segments focus on fitness as the primary objective.