Occasion Segmentation Essay Example

specific times of day and days of the week. This includes purchasing decisions for breakfast foods and formal weekend dining experiences with friends or family. Benefit segmentation involves dividing a market into groups based on the various perceived or known benefits consumers receive from using a product.

The different benefits a product offers help define its target market. For example, in your course notes, you use Toothpaste as an example. In my case, I have chosen orange juice and examined the benefits for each defined segment.

Group A: Budget buyers - These are economy buyers who purchase packaged fruit juice drinks. These drinks are not pure fruit juice but rather contain fruit juice concentrate, mostly imported, and high levels of sugars and water. They have little or no nutritional value. However, they are inexpensive and convenient to purchase in plastic bottles or long-life small volume tetra packaging.

This product is specifically targeted towards budget convenience buyers who do not prioritize high nutritional value. Group B: Convenience buyer Have you ever been in the situation where you have visitors staying with you and not enough oranges to make fresh juice for Sunday Breakfast? Fortunately, we can buy reasonably good quality packaged fruit juice from our nearby supermarket. Some of these juices are made from fruit juice concentrate, but nowadays there are various well-known brands available that profess to be freshly squeezed. These brands include Golden Circle, Ducats, and Daily Juice Company, among others.

These products are more expensive than those in group A, but the perceived benefit is convenience with a better or fresher product. Group C believes that there is no substitute for the real thing, as the

product benefits of taste, health, and freshness outweigh the convenience offered by products purchased by consumers in groups A and B. For users/squeezers, the raw price of oranges would have to be extremely high to change their buying habits. For this group, there is simply no substitute for quality - the perceived benefit is freshness, quality, and health.