segmentation, segment profile, segmentation criteria
Review the activity below or download the PDF student worksheet
Student Worksheet: How Would You Segment These Consumers
Student Discussion Activity
Below is a summary table of 12 consumers. Your task is to split them into segments, based on their characteristics in the information provided.
The Segmentation Rules
- You need to create three segments each time only.
- You must have at least two consumers in each segment.
- The consumers in the segment must have one or more things in common (based upon their characteristics).
Create Three Segments for These Consumers
|Consumer||Age||Where They Live||Marital Status||Social Class||Loyalty to Brands||Price Sensitivity||Lifestyle||Benefit Sought|
|4||23||Rural||Married + children||Middle||Low||High||Family||Best price|
|5||64||Rural||Married + children||Lower||Medium||Medium||Family||Best value|
|8||50||Suburbs||Married + children||Upper||Medium||High||Family||Best price|
|9||36||Suburbs||Married + children||Middle||High||Low||Sporty||Best quality|
Student Discussion Questions
- There are eight characteristics for each consumer. Two are psychographic/lifestyle variables, three are behavioral variables, and three are geographic/demographic variables. Start by identifying which variables are in each of these categories.
- Identify three market segments, using:
- A. Psychographic/lifestyle variables as the segmentation base/s
- B. Behavioral variables as the segmentation base/s
- C. Geographic and/or demographic variables as the segmentation base/s
- For each approach, how would you define each of your segments? That is, create a brief segment profile for each segment. (Note: You should have nine segments – 3 X the three approaches.)
- Choose the segmentation approach that you think works best for these consumers (this market). That is, the best approach in this market is… psychographic, behavioral, OR geographic/demographic? Why?