What Are the Different Criteria/Basis a Marketer Can Use in Order to Segment Consumer Markets?
Finally, the market can be segmented through the consumers' behaviour, depending on what they want from a product. This may be the benefits of the product, for example Thermasilk offer shampoo and conditioner for coloured, curly, frizzy and straight hair, the list goes on. Usage may help identify promotion strategies, for example heavy beer drinkers are thought of as people who spend a lot of time watching television and generally are in the lower class, so companies aiming to sell their product to the lower class may promote mainly on the television. Consumer loyalty can be used for segmentation, these are divided into hard-core loyals, split-core loyals, shifting loyals and switchers. In order to try and keep the split-core and shifting loyals buying from their company, Proctor and Gamble may produce similar products under different names. Then there is the occasional segmentation, "dividing the market into groups according to occasions when buyers get the idea to buy, actually make their purchase or use the purchased item" - Kotler. During festivities such as Christmas and now the upcoming Fifa World Cup, companies such as Coca-Cola in the latter occasion take this opportunity to promote their product with themed adverts.…
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