Question

INTEGRATED MARKETING COMMUNICATION:

different segmentation variables (demographic: income/gender/ethnic group) geographic, psychographic (when looking at AIO: lifestyle, activities, interest and opinions) and geodemographic /benefit/usage.

need 3 paragraphs to a page max on the different methods of segmenting consumer markets. WITH a couple of EXAMPLES

Answer 1

Lets simplify things for easy understanding---

Segmentation is a practice that minimises wastage of time and money

Enhances Returns on investment

Enhances brand value and nullified competition.

Enhances customer relationship

There are few methods of segmentation

1) Demographic methodology - Fetching available data taken during checkout phase of purchase by customer.It includes details like -

Location ,age,gender,marital status.we need to focus on decision making audience for example the beauty products the target customer are ladies .

2)Geographic Segmentation- based on predefined geographic borders and on differences in intent,values,in different states and countries.

Different countries have different holidays

For example -Middle east people wear band on their head and they wear white gown

In Buddhist states like Vietnam,China,Thailand

They wear saffron gown .

3)Behavioural Segmentation-Focuses on specific reactions and the way customer go through the decision making and buying process .

Brand loyalty is one example .Now a days companies like LG (life's good) provide after sales service a lot .This act creates a sense of loyalty in customer and they can buy a LG television after buying a refrigerator.