demographic and geographic segments Flashcards
what does segmenting a market by demographic allow enterprises to do?
focus their products and marketing methods on shared population characteristics
what does geographic segmentation allow an enterprise to do?
focus on the needs of consumers in different areas
demographics, age:
what may change at different life stages?
people’s tastes, interests and needs
demographics, age:
how are markets often segmented?
by different age ranges, such as 18-24 years olds or over-50s
demographics, age:
what is an example of a product targeted at different age groups?
holidays
demographics, gender:
why is toiletry products an example of often being segmented by gender?
men and women have different tastes, interests and needs
demographics, income:
what may people with higher incomes have money to spend on?
luxury brands, such as designer clothing and jewellery
demographics, education level:
what may people with a higher level of education have?
earn more
spend their extra income on a wide range of cultural interests
demographics, socio-economic group:
what are peoples social class based on?
their income and type of occupation
demographics, socio-economic group:
why can luxury cars be an example of a product that may be targeted at what social class?
social class AB
as they will be earning a higher income for example, senior managerial positions
geographic segmentation:
where people live influence what?
influences the products they buy
geographic segmentation:
what will people living in cold, hot or damp climates need?
different types of clothing and transport
geographic segmentation:
what does regional tastes in cuisines mean?
different demands for food
geographic segmentation:
what can affect people’s choices?
customs and cultural characteristics of a country or region
geographic segmentation:
what will affect how much consumers have to spend?
the general standard of living in an area
