Describe the bases commonly used to segment consumer markets. Five bases are commonly used for segmenting consumer markets. Geographic segmentation is based on region, size, density, and climate characteristics.
Demographic segmentation is based on age, gender, income level, ethnicity, and family life-cycle characteristics. Psychographic segmentation includes personality, motives, and lifestyle characteristics. Benefits sought is a type of segmentation that identifies customers according to the benefits they seek in a product. Finally, usage segmentation divides a market by the amount of product purchased or consumed.
1. Choose magazine ads for five different consumer products. For each ad, write a description of what you think the demographic characteristics of the targeted market are.
2. Investigate how Delta Air Lines (www.delta.com) uses its Web site to cater to its market segments.
3. Is it possible to identify a single market for two distinctly different products? For example, how substantial is the market composed of consumers who use Apple and who drive Volkswagens? Can you think of other product combinations that would interest a single market? (Do not use products that are complementary, like a bike and a bike helmet. Think of products, like the iPod and the car, that are very different.) Complete the following sentences and describe the market for each set of products you pair together.