MARKET SEGMENTATION MP_Unit 3 Guided Notes and Study Guide

DEMOGRAPHIC SEGMENTATION Age Gender Household Size Household Income Ethnic Background Occupation Marital Status

PSYCHOGRAPHIC SEGMENTATION Hobbies Avid book reader Drawing Crafts Dirt bike Riding Lifestyles Healthy living Boating on Lake Lanier every weekend Going out to eat every Friday night

GEOGRAPHIC SEGMENTATION “Geography” or Location Anywhere in the world Local National International

BEHAVIORAL SEGMENTATION How do you “behave” towards a product? Loyal, no matter what? Indifferent

LET’S COMPARE…

COCA COLA SEGMENTATION PRODUCTDEMOGRAPHICPSYCHOGRAPHICGEOGRAPHICBEHAVIORAL Age 15+ Both Genders All income levels What else? People seeking sweet beverages, not health conscious All locations Mass distribution What else? Will only drink water if Coca Cola is not available Age 18+ What else? Health conscious No additives What else? All locations Mass distribution What else? BRAND conscious No name brands unacceptable Age 14+ What else? Sports fanatics Diet conscious What else? All locations Mass distribution What else? No carbonated beverages; healthy alternatives only

MASS SEGMENTATION Targets ALL segmentations Found in multiple retails with no differentiation of target audience