Marketing and Segmentation Demographic Segmentation
IAC Logistic Ltd (soprano) today Is localizing their products, advertising, promotion, and sales efforts to fit the needs of Individual regions, cycles, and even neighborhoods. For example, one consumer products company shipped dilation cases of Its low-calorie snack foods to stores In neighborhoods near Weight Watchers clans. Kraft developed Post’s Fiesta Fruity Pebbles cereal for areas with high Hispanic populations. Coca-Cola developed four ready-to-drink canned coffees for the Japanese market, each targeted to a specific geographic region.
Procter : Gamble introduced Curry Principles in England and Funky Soy Sauce Principles in Asia Demographic Segmentation Demographic segmentation divides the market into groups based on variables such s age, gender, family size, family life cycle, income, occupation, education, religion, race, genera-ton, and nationality. Demographic factors are the most popular bases for segmenting cuss-tomes groups. One reason is that consumer needs, wants, and usage rates often vary closely with demographic variables.
Another is that demographic variables are easier to measure than most other types of variables. Even when market segments are first defined using other bases, such as benefits sought or behavior, their demographic characteristics must be known in order to asses the size of the target market and to reach it efficiently. Cryptographic Segmentation Cryptographic segmentation divides buyers Into different groups based on social class, lifestyle, or personality characteristics. People In the same demographic group can have very deferent cryptographic makeup.
Behavioral segmentation Behavioral segmentation divides buyers Into groups based on their knowledge, attitudes uses, or responses to a product. Many marketers believe that behavior variables are the best starting point for building market segments BY -Armstrong Geographic segmentation calls for dividing the market into different geographical company may decide to operate in one or a few geographical areas, or to operate in all areas but pay attention to gee-graphical differences in needs and wants.
IAC Logistic Ltd (soprano) today is localizing their products, advertising, promotion, and sales efforts to fit the needs of individual regions, cities, and even neighborhoods. For example, one consumer products company shipped additional cases of its low-calorie snack foods to stores in neighborhoods near Weight Watchers clinics. Kraft developed Post’s Fiesta Fruity Pebbles cereal for areas with high Japanese market, each targeted to a specific geographic region.