For this activity:

You will need access to The Internet and to write down your answers in your Mahara e-portfolio

 

In this theme we learned that a segment profile is a detailed description of the market segment across a range of factors and measures. It is designed to provide the organisation with a good understanding of consumers within each segment for comparison and strategy purposes. 

Introduction 

 You are required to develop a segment profile for two of the segments listed below. 

  1. Choose two different market segments from the list below with their descriptions.  

  1. Look at both consumer segments and how the consumers probably make purchase decisions in the market/product that you have also chosen.  

  1. Develop a brief segment profile for these consumer segments.  

• Note: You should consider their main needs, are they light or heavy users, what retailers they use, their likely demographics, are they brand loyal or switchers, what media do they consume, are they price sensitive, which brands are they most attracted to, and so on. 

Family focused: 

This market segment is a family or household unit has one main grocery buyer who is purchasing on behalf of themselves and other people in the family unit. 

Health and diet conscious 

In various markets, particularly food, beverages, medicines, vitamins, health centres – this is a growing market segment that is quite interested in the health and well-being aspects of the product. 

Social status: 

Consumers in this segment use brands and products as a means to signal their self-identity and social status. This would be quite common in markets such as cars, alcohol, cigarettes, holiday destinations, restaurants, clothing, jewellery, and so on. 

Variety seekers: 

Many markets will have a group of consumers who seek out variety. Some consumers simply like change and choice, whereas others like to experience new things. 



Last modified: Wednesday, 16 September 2020, 2:33 PM