The MOST USEFUL dimensions for segmenting markets:?
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02-26-2014, 08:06 PM
Post: #1
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The MOST USEFUL dimensions for segmenting markets:?
are geographic and demographic dimensions.
are brand familiarity and consumption patterns. are social class. are benefits sought. depend on what product-market one is segmenting. Ads |
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02-26-2014, 08:12 PM
Post: #2
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I believe that the most important market segmentation is based on market niches and the niche's:
* Needs * Desires * Fears So, yes - it depends on the market. And for finding less competitive markets (where the small time operator can thrive) one needs to segment each market into niches, not full markets. Example: Market = parenting, niche = first-time new mothers (This is not actual research data, just stuff I made up as examples) Needs: * Child care info * Health products (e.g. colic cure) * Infant products * Child care services * Mother/Infant fashions Desires: * Security * Stability * Time for infant care and bonding * Retain her figure and looks * To stay in touch with with friends/family/work, in spite of lack of time Fears: * Not a good enough mother * Losing good looks or health, staying in shape * Infant health problems * Losing touch with the rest of her life * Relationship with husband changing Notice that there are strong emotional and subconscious themes here and understanding those is a big help in market research and in planning the eventual campaign. Hope this helped you... _jim coe Ads |
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