Breaking down a maket into sub groups which share similar characteristics. A business can then target these groups and develop products and services suitable to them.
1 of 9
What are the 4 different types of sub groups which consumers are segmented?
Geographically, Demographically, Psychographic and Behavioural
2 of 9
What does Demographically mean?
The study of population. Splits people up into different groups with similar characteristics, e.g. age, gender, social class, income.
3 of 9
What does Psychographic segmentation mean?
Based on a persons lifestyle and personality
4 of 9
What does behavioural segmentation mean?
How a consumer acts, e.g. whether they repetitive purchase, impulsive buy or want high quality products.
5 of 9
What does geographical segmentation mean?
Splitting people up depending on where they live.
6 of 9
What is the drawback of demographical segmentation?
People/consumers can try to defy consumption patterns, e.g. a low income teenager buying a Burberry bag.
7 of 9
What is the drawback of psychographic segmentation?
Difficult to collect data and if they do it is very expensive.
8 of 9
What is the drawback for behavioural segmentation?
On its own it may fail to caputure a target market for the business.
9 of 9
Other cards in this set
Card 2
Front
What are the 4 different types of sub groups which consumers are segmented?
Back
Geographically, Demographically, Psychographic and Behavioural
Comments
No comments have yet been made