Dec 1, 2012

MBA Notes - Demographic Segmentation

Demographic segmentation involves dividing the market into groups of variables such as age, marital status, gender, income, occupation, education, religion, race and nationality.

As might be expected, demographic segmentation variables are among the most popular bases for segmenting customer groups.

This is partly because customer wants closely associated with variables such as income and age. In addition, for practical reasons it is often much more data available to help with the process of demographic segmentation.

The main demographic segmentation variables are summarized below:

Age
Consumer needs and wants change with age, but they can still get the same types of consumer products. Thus, the design of marketing, packaging and promotion of products to meet the different needs of different age groups. An example is the marketing of toothpaste (contrast brand of toothpaste for children and adults) and toys (with many segments based on age).

Stage of life
One step to the consumption in the life cycle is an important variable - especially in markets such as recreation and tourism. For example, contrast the product and funding approach adopted Club 18-30 days with a little more refined approach and rest by Saga Holidays.

Sex
Gender segmentation is widely used in consumer marketing. The best examples are clothing, hair, magazines and toiletries and cosmetics.

Income
Another popular starting point for segmentation. Many companies set affluent consumers of luxury goods and services in the area. Good examples Coutts Bank Moet & Chandon champagne and Resorts are elegant - a travel agency upscale. However, many companies are focusing on the marketing of products that appeal directly to consumers with relatively low incomes. Examples include Aldi (a food distributor discount).

Social Class
Many marketers believe that consumers perceived social class. Influenced their preferences for cars, clothes, furniture, leisure and other products and services There is a clear link here with the segmentation of income.

Lifestyle
Traders are more interested in the effect of consumption, "lifestyle" on demand. Unfortunately, there are many different systems of categorization lifestyle, designed many of them through advertising and marketing as a way to new customers and marketing campaigns to win!

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