Page 256 - DMGT509_RURAL MARKETING

Unit 13: Rural and Urban Markets

Here is how certain demographic variables have been used to segment market. Notes
(a) Age and life cycle stage: consumer wants and abilities change with age.
(b) Gender: gender segmentation has long been applied in clothing hair styling,
cosmetics, and magazines. Occasionally other marketers notice an opportunity for
gender segmentation.
(c) Income: income segmentation is a long standing practice in such product and service
categories as automobiles, boats, clothing, cosmetics and travel. How ever income
does not always predict the but customer for a given product.

E.g., blue collar workers was among the first purchase of colors television sets, it
was cheaper for then to buy there sets than to go to movies and restaurants.
(d) Generation: many recovers are now turning to generation segmentation. Each
generation is profoundly influenced by the times in which it grower up the music,
movies, polities, and events of that period.

(e) Social class: social class has a strong influence on prefer the car clothing home
furnishings, leisure activities, and retailers, money companies design products and
services for specific social classes.
3. Psychographic segmentation: in this segmentation buyers are divided in to different groups
on the basis of life style or personality and values:

(a) life style: people exhibit many more lifestyles than are suggested by the seven social
classes, the goods they consume express their lifestyles companies making cosmetics
alcoholic beverages, and furniture are always seeking opportune on life style
segmentation.
(b) Personality: marketers have personality variables to segment ,markets. They endow
their products with brand personalities that correspond to consumer personalities.
(c) Values: some marketers segment by core values, the belief systems that under lie
consumer attitudes and behaviors, core value go much deeper than behavior or
attitude and deter mite, at a basic level and derive oral the long term.
(d) Personality: marketers have personality variables to segment markets. They endow
their product with brand personalities that correspond to consumer personalities.
(e) Values: some marketers segment by core values, the belief systems that under lie
consumer attitudes and behaviors, core values go much deeper than behavior or
attitude and determinate at a basic level and desire in the long term.
4. Behavioral segmentation: many marketers believe that behavioral variables such as
occasions, benefits, user states, usage loyalty states are one the best starting points for
constructing market segments.

(a) Occasions: buyers can be distinguished according to the occasions they develop a
need, purchase a product, or use a product and occasion’s segmentation can help
firms expand product usage.
E.g., Orange juice is usually consumed at breakfast. An orange juice consumer can
try to promote drinking orange juice unable occasions level, dinner, midday.

(b) Benefits: buyer can be clarified according to the benefits they seek
E.g., Haley reported true benefit segmentation of the toothpaste market. He found
four benefits segments; economy medicinal, cosmetic.

LOVELY PROFESSIONAL UNIVERSITY 251