chapter 8 consumer segmentation tissue paper version

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