Page 131 - DMGT510_SERVICES_MARKETING

Services Marketing

Notes marketers to design their services. This segmentation also helps in determining the effective
marketing mix.

Example: A young student would want to eat a lot of fast food, so outlet like KFC and
Pizza Hut can target them.
Mature people (50+) like to meet each other socially over drinks, so they like to members of
social clubs.

Personality

Service marketers can also design services depending on various personality types. Personality
refers to special character traits and each person has a unique personality. And their unique
personality forms the basis of their unique needs and desires.

Example: A person who is an introvert and likes a relaxed atmosphere would prefer a
restaurant with serene and quite atmosphere were very soft music is being played whereas an
extrovert would like to visit a restaurant with very lively atmosphere.
7.2.4 Behaviouristic Segmentation

This type of segmentation would depend upon:
Occasions when used - an anniversary dinner at a restaurant.

Benefits - this segmentation is credited to Russell Haley and analyses why consumers buy

what they buy.
Usage frequency (heavy or light - mobile phone users)

Attitudes – favourable or unfavourable disposition, including loyalty.

Motivating factors - Maslow’s Need Hierarchy model, et al.

Values.


Task Make a note of few services or service offers that segment on the basis of
culture, lifestyles, benefits, usage rate and income.

Self Assessment

Multiple Choice Questions:
4. A credit card company is most likely to segment the market on the basis of which of the
following variables?
(a) Age
(b) Benefits

(c) Geography
(d) Lifestyle

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