chapter 8 identifying market segments and targets
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Chapter 8 Identifying Market Segments and
targetsPatrick James F. Reynoso
May 10, 2013
Outline
I. Demographic Segmentation (gender)
II. Demographic Segmentation (income)
III. Demographic Segmentation (age) IV. Demographic Segmentation (life
stage) V. Conversion model VI. Loyalty Status VII. Remember this!
Demographic Segmentation (gender)
Age and Life CycleAge and Life Cycle
Life StageLife Stage
GenderGender
IncomeIncome
GenerationGeneration
Social ClassSocial Class
Certain products target specific genders
Demographic Segmentation (income)
Age and Life CycleAge and Life Cycle
Life StageLife Stage
GenderGender
IncomeIncome
GenerationGeneration
Social ClassSocial Class
Certain products target specific income brackets
Demographic Segmentation (age and lifecycle)
Age and Life CycleAge and Life Cycle
Life StageLife Stage
GenderGender
IncomeIncome
GenerationGeneration
Social ClassSocial Class
Certain products target specific age brackets
Demographic Segmentation (life stage)
Age and Life CycleAge and Life Cycle
Life StageLife Stage
GenderGender
IncomeIncome
GenerationGeneration
Social ClassSocial Class
People change the goods and services they want and need over their lifetime
Conversion model tool for analysing customer
commitment and loyalty identifies which of your customers
are committed to your brand service which are likely to defect and what the future direction for the brand will be
Loyalty Status the degree of loyalty a consumer
displays toward a particular brand deeply held commitment to re-buy or
re-patronize a preferred product or service in the future
Switchers
Shifting loyals
Split loyals
Hard-core
Remember this! Hard Core
Split Loyals
Shifting Loyals
Switchers