chapter 8 consumer segmentation tissue paper version
TRANSCRIPT
Marketing Concept:Segmenting Consumer
Market
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Through image & story…
4 Consumer Market Segments:
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1.) Demographic2.) Geographic3.) Behavioral4.) Psychographic
We’ve all experienced traveling, so we can easily relate to being a traveler…
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Being a traveler, there are 4 basic things we need to have or prepare for our trip…
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The same goes for Consumer Market Segmentation, there are 4 basic segmentation…
Being a traveler, there are 4 basic things we need to have or prepare for our trip…
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You need your passport to be able to leave the country as you travel abroad as it contains basic
information about you…
1.) Passport
Being a traveler, there are 4 basic things we need to have or prepare for our trip…
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In a passport, you will know the age, gender, marital status, etc. of a traveler – which is also what
Demographic Segmentation looks into…
1.) Passport = Demographic Segmentation
Being a traveler, there are 4 basic things we need to have or prepare for our trip…
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Your map tells you where you will go and guides you on your direction as you travel…
2.) Map
Being a traveler, there are 4 basic things we need to have or prepare for our trip…
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In the map, you see everything segmented according to continents, countries, regions, etc. – which is what Geographic Segmentation does…
2.) Map = Geographic Segmentation
Being a traveler, there are 4 basic things we need to have or prepare for our trip…
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Your baggage/luggage allows you to bring and store your personal belongings, some would travel light
while some are heavy packer traveler…
3.) Baggage/Luggage
Being a traveler, there are 4 basic things we need to have or prepare for our trip…
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Your baggage/luggage shows if you travel LIGHT or HEAVY – Behavioral Segmentation tells you to segment the LIGHT,
MEDIUM & HEAVY users of your product…
3.) Baggage/Luggage = Behavioral Segmentation
Being a traveler, there are 4 basic things we need to have or prepare for our trip…
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Your Phone allows you to plan & coordinate your travel arrangement from your itinerary, hotel
bookings, sightseeing tours, etc. based on your interest (motivators) & available budget (resources)…
4.) Phone
Being a traveler, there are 4 basic things we need to have or prepare for our trip…
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As your Phone allows you to PLAN & coordinate – Psychographic Segmentation looks into what
RESOURCES available & MOTIVATES your consumers…
4.) Phone = Psychographic Segmentation
Tissue Paper drawing…
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In summary…
Traveler Image Segmentation1.) Demographic
2.) Geographic
3.) Behavioral
4.) Psychographic
1.) Passport
2.) Map
3.) Baggage
4.) Phone