Page 129 - DMGT510_SERVICES_MARKETING

Services Marketing

Notes Gender

Marketers can also segment the market on the basis of gender. They can design services specifically
for a particular sex or both the sexes.

Example: For ages beauty parlour services were meant only for women or gymnasium
only for men.
As there is an increase in travelling of businesswomen/working women across the globe, the
hospitality and tourism industry has geared up to cater to their specific needs like comfort,
security etc.

Family

The size and the structure of the family is also an important consideration while segmenting the
market. With changing times, the focus is fast shifting from joint families to nuclear families.
But still joint families are an area of interest for the marketers. They can specifically design their
services to cater to the needs of families with 3-4 members with enough flexibility to serve more
members if required.

Example: A restaurant can plan their seating arrangement so that each table can
accommodate four members but they also have the provision for larger tables which can
accommodate more members.
With the growing urbanisation and increased job and education opportunities, people are
moving from rural areas or small towns to cities and most of them settle down there only. There
is also an increase in families where both the parents work and children stay at home. Service
marketers have taken a note of all these things and have designed their offerings accordingly.

Example: There is a sudden increase in day care centres-cum-play schools like Kidzee,
Mother’s Pride, etc. to take of children while their parents are away.
Tour operators like Thomas Cook and Cox and Kings have special packages for nuclear families

Income

It is one of the most important bases of segmentation as income determines the purchasing
power of the individuals. It is generally observed that as income increases, people tend to send
more on luxuries and specialized services. This segmentation is more relevant when family
income is considered rather than individual income as more and more families are becoming
dual income families.

Example: As income increases, people will be attracted towards health clinics like VLCC
and spas and salons. They will also be attracted towards travel and tourism.

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