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Major Segmentation Variables for Consumer Markets, Marketing Management Video Lecture | Marketing Management - B Com
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FAQs on Major Segmentation Variables for Consumer Markets, Marketing Management Video Lecture - Marketing Management - B Com
| 1. What are the major segmentation variables used in consumer markets? |  |
Ans. In consumer markets, the major segmentation variables are demographic, psychographic, behavioral, and geographic variables. Demographic variables include factors such as age, gender, income, occupation, and education. Psychographic variables consider consumers' lifestyle, personality traits, and attitudes. Behavioral variables look at consumers' purchasing behavior, usage patterns, brand loyalty, and benefits sought. Geographic variables take into account consumers' location, such as country, region, climate, and population density.
| 2. How does demographic segmentation help in marketing management? | |
Ans. Demographic segmentation helps in marketing management by dividing the market based on demographic variables such as age, gender, income, occupation, and education. This segmentation allows marketers to understand the specific needs, preferences, and behaviors of different demographic groups. By tailoring marketing strategies and messages to these segments, companies can effectively target their products or services to the right audience. For example, a company selling luxury goods may target high-income individuals, while a children's toy company may focus on parents with young children.
| 3. What is psychographic segmentation and its importance in consumer markets? | |
Ans. Psychographic segmentation involves dividing the market based on consumers' lifestyles, personality traits, and attitudes. It helps marketers understand consumers' motivations, interests, opinions, and values, which can influence their purchasing decisions. Psychographic segmentation is important in consumer markets as it allows companies to create personalized marketing campaigns that resonate with specific consumer segments. For instance, a fitness brand may target health-conscious individuals who value an active lifestyle, while a sustainable fashion brand may appeal to environmentally conscious consumers.
| 4. How does behavioral segmentation aid in marketing management? | |
Ans. Behavioral segmentation aids in marketing management by categorizing consumers based on their purchasing behavior, usage patterns, brand loyalty, and benefits sought. This segmentation helps marketers identify different customer groups and tailor their marketing strategies accordingly. For example, a company may target frequent buyers with loyalty rewards programs or focus on occasional buyers with special promotional offers. By understanding consumers' behavior, marketers can effectively meet their needs, build customer loyalty, and increase sales.
| 5. Why is geographic segmentation important in consumer markets? | |
Ans. Geographic segmentation is important in consumer markets as it allows companies to customize their marketing efforts based on consumers' location. Different regions may have distinct preferences, cultural influences, climate conditions, and population densities, which can impact consumers' buying behavior. By segmenting the market geographically, companies can adapt their products, pricing, distribution channels, and promotional strategies to cater to the specific needs and preferences of different regions. For example, a beverage company may launch different flavors or packaging based on regional preferences, or a clothing retailer may adjust its product range to suit different climate conditions.
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from akira hello friends last lecture we
have done Mimi and importance of market
segmentation I hope by now you all are
clear whereas market segmentation it is
dividing the market into small groups to
cater better today we are going to do
what are the basis of market
segmentation let's look into the first
point of basis of market segmentation
the false point is Geographic
segmentation a marketer may divide the
entire market on the basis of geographic
area depending upon the region wise even
in regions for then we may divide the
market you know like say central line or
the line many things see Geographic
terrifically the market is quite vast
I can actually divide my market into
overseas sales and India say that is
first example second live in India I can
divide stay twice thirdly suppose if I'm
selecting Maharashtra for then I can
divide my market I can now select one
buys in Mumbai also I can select the
major places so this is my L fell -
Geographic segmentation second point in
Geographic segmentation is according to
the climate the marketers can divide
market according to the climate for
example if McDonald's has to sell its
burger they are selling even in America
they are selling in India they are
selling in China all over the world but
they have divided their market according
to the climate like in America they have
a spicy taste him in there they have
medium to spicy
because you're the climate doesn't allow
us too much of spicy food that's a
different issue range from spicy to non
spicy food for their marketer can divide
the market based on the market size like
how much population will buy my product
for example salt the market size would
be really huge what if I want to sell
some product like say coffee the market
seller will not be as large as salt next
we can find out we can divide the market
as for the density out of the existing
population how many would buy my product
how many will buy some other product and
so on our next point is demographic
segmentation now demographic
segmentation now let us let me be very
clear
suppose I have decided Mumbai to sell my
product
say for example McDonald's burger I am a
marketer for my poorest burger now I
will divide this bogus based on
demographic factors now where are
demographic factors first this age
depending upon the age consumers have
different different tastes and
preferences for example its would love
french fries whereas office boys would
love burgers the people who are going
for party they would love some other
option like rice or something so
depending upon the age kids teenagers
have a different choice and order a
different memory McDonald's so my main
you should pattern all type of age
groups
second demographic factor is gender
depending on gender means and he needs
yes many may have different choices of
course not in McDonald's but in many
products say for example for clothing
some females may prefer tending their
products females generally go for that
whereas
first of all after all so suppose I am a
marketer of apparel industry I will have
to divide my market accordingly for
example if I am selling specs few
minutes prefer a specific size and
design and preferences so I have to
divide the market
gender-wise next comes the infill yes
very important students in print I have
to divide my market according to low
class people middle class people high
income group and very high income group
for example again McDonald's surprise
mcdonald's is selling burgers you can
find a variety of products ranging from
20 piece of metal te combure mean
depending upon the shrimp when a
customer goes to make that will depend
upon his income hit and buy the product
next is education depending upon the
education depending upon awareness
depending upon and knowledge the
customer has the customer will buy that
product I mean it's very simple we can
definitely see a difference between a
purchase decision of an educated person
and a person with less education next is
depending upon the family size we buy
the quantity based on the family side
next point this occupation depending
upon the occupation also the choices
made let me give you an example
lecturers doctors lawyers and such
professionals would prefer
sober clothing whereas college-going
golds and mothers and they have some
choice for industry so when I'm very
clear about my segmentation I have
divided my apparel market into two
groups one is professionals and
non-professionals I can target either or
I can target both and satisfy both now
my third point or third basis on which I
can do
segmentation is psychographic
segmentation know what is psychographic
segmentation psychographic is something
to do with your psychology with your
attitude with your motors and so on let
me see the first point your lifestyle
lifestyle you're leaving everybody has a
particular example so I will have to
keep working so and then to the needs of
my marriage
so Hindus white is grief market said
make my market and then sell my approach
next segmentation point is behavioral
segmentation now in behavioral pattern
see when you buy any product we have a
particular behavior
see for example first soil what is our
behavior nothing we don't think for a
fraction of second we just go down to
the retail shop and say they are not
anima Boehner and we bring it at the
same time if I am buying something very
heavy like I wanna buy soya chunks
companies they are consequence a company
can you show a chance Miller and then I
would like suppose if I take can you
tell us or chunk anything like it I
would be
find out occasion I am buying the
product depending on that also my binder
will change I will have to segment the
market if I am a marketer and next is
readiness to buy now see I will tell you
this is very important point it's there
are people who are instant buyers a new
product comes into the market say for
example and lipstick comes into the
market there are young girls and these
teenagers want to immediately try there
is a second group of behavior what they
would do is ok they play a channel even
I will try the third group is once the
product is very established in the
market they are very satisfied they will
buy the product and last is Lagarde's
what are these Lagarde's garage filled
get a cab a visa bleep ass hat and maybe
carry with you a Chhabra and a so this
is called as readiness to buy the
product so when a launching a new
product my market segmentation and my
target market would be first the early
adopters who would actually buy the
product so on this also I can do market
segmentation that is only adopters late
adopters and lavars readiness to buy the
product I hope they're clear if you
liked our video stay in tune with akira
and subscribe Akira thank you
you
from akira hello friends last lecture we
have done Mimi and importance of market
segmentation I hope by now you all are
clear whereas market segmentation it is
dividing the market into small groups to
cater better today we are going to do
what are the basis of market
segmentation let's look into the first
point of basis of market segmentation
the false point is Geographic
segmentation a marketer may divide the
entire market on the basis of geographic
area depending upon the region wise even
in regions for then we may divide the
market you know like say central line or
the line many things see Geographic
terrifically the market is quite vast
I can actually divide my market into
overseas sales and India say that is
first example second live in India I can
divide stay twice thirdly suppose if I'm
selecting Maharashtra for then I can
divide my market I can now select one
buys in Mumbai also I can select the
major places so this is my L fell -
Geographic segmentation second point in
Geographic segmentation is according to
the climate the marketers can divide
market according to the climate for
example if McDonald's has to sell its
burger they are selling even in America
they are selling in India they are
selling in China all over the world but
they have divided their market according
to the climate like in America they have
a spicy taste him in there they have
medium to spicy
because you're the climate doesn't allow
us too much of spicy food that's a
different issue range from spicy to non
spicy food for their marketer can divide
the market based on the market size like
how much population will buy my product
for example salt the market size would
be really huge what if I want to sell
some product like say coffee the market
seller will not be as large as salt next
we can find out we can divide the market
as for the density out of the existing
population how many would buy my product
how many will buy some other product and
so on our next point is demographic
segmentation now demographic
segmentation now let us let me be very
clear
suppose I have decided Mumbai to sell my
product
say for example McDonald's burger I am a
marketer for my poorest burger now I
will divide this bogus based on
demographic factors now where are
demographic factors first this age
depending upon the age consumers have
different different tastes and
preferences for example its would love
french fries whereas office boys would
love burgers the people who are going
for party they would love some other
option like rice or something so
depending upon the age kids teenagers
have a different choice and order a
different memory McDonald's so my main
you should pattern all type of age
groups
second demographic factor is gender
depending on gender means and he needs
yes many may have different choices of
course not in McDonald's but in many
products say for example for clothing
some females may prefer tending their
products females generally go for that
whereas
first of all after all so suppose I am a
marketer of apparel industry I will have
to divide my market accordingly for
example if I am selling specs few
minutes prefer a specific size and
design and preferences so I have to
divide the market
gender-wise next comes the infill yes
very important students in print I have
to divide my market according to low
class people middle class people high
income group and very high income group
for example again McDonald's surprise
mcdonald's is selling burgers you can
find a variety of products ranging from
20 piece of metal te combure mean
depending upon the shrimp when a
customer goes to make that will depend
upon his income hit and buy the product
next is education depending upon the
education depending upon awareness
depending upon and knowledge the
customer has the customer will buy that
product I mean it's very simple we can
definitely see a difference between a
purchase decision of an educated person
and a person with less education next is
depending upon the family size we buy
the quantity based on the family side
next point this occupation depending
upon the occupation also the choices
made let me give you an example
lecturers doctors lawyers and such
professionals would prefer
sober clothing whereas college-going
golds and mothers and they have some
choice for industry so when I'm very
clear about my segmentation I have
divided my apparel market into two
groups one is professionals and
non-professionals I can target either or
I can target both and satisfy both now
my third point or third basis on which I
can do
segmentation is psychographic
segmentation know what is psychographic
segmentation psychographic is something
to do with your psychology with your
attitude with your motors and so on let
me see the first point your lifestyle
lifestyle you're leaving everybody has a
particular example so I will have to
keep working so and then to the needs of
my marriage
so Hindus white is grief market said
make my market and then sell my approach
next segmentation point is behavioral
segmentation now in behavioral pattern
see when you buy any product we have a
particular behavior
see for example first soil what is our
behavior nothing we don't think for a
fraction of second we just go down to
the retail shop and say they are not
anima Boehner and we bring it at the
same time if I am buying something very
heavy like I wanna buy soya chunks
companies they are consequence a company
can you show a chance Miller and then I
would like suppose if I take can you
tell us or chunk anything like it I
would be
find out occasion I am buying the
product depending on that also my binder
will change I will have to segment the
market if I am a marketer and next is
readiness to buy now see I will tell you
this is very important point it's there
are people who are instant buyers a new
product comes into the market say for
example and lipstick comes into the
market there are young girls and these
teenagers want to immediately try there
is a second group of behavior what they
would do is ok they play a channel even
I will try the third group is once the
product is very established in the
market they are very satisfied they will
buy the product and last is Lagarde's
what are these Lagarde's garage filled
get a cab a visa bleep ass hat and maybe
carry with you a Chhabra and a so this
is called as readiness to buy the
product so when a launching a new
product my market segmentation and my
target market would be first the early
adopters who would actually buy the
product so on this also I can do market
segmentation that is only adopters late
adopters and lavars readiness to buy the
product I hope they're clear if you
liked our video stay in tune with akira
and subscribe Akira thank you
you
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Nov 16, 2024 Last updated |
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