Question

LSPMA (Lake Snell Perry Mermin & Associates) is a firm that conducts market research in order to help companies understand consumers. This is important; because consumers have different needs and marketers need to understand how consumers think and feel so that the best products or services and messages can be provided to them. Targeting the entire population is too broad. It is important for marketers to be more targeted by breaking the market down into meaningful segments. This also helps marketers to identify new trends and marketing opportunities. To get this information, LSPMA uses a variety of research techniques including: focus groups, qualitative interviews, traditional surveys, and online surveys. Their clients include politicians, political organizations, progressive issue organizations, and foundations.

The video talks about segments such as Soccer Moms and NASCAR Dads. Based on you own experience can you think of other meaningful consumer segments? What are the characteristics of these segments?

Answer 1

Answer) When we talk about consumer segments,we have to keep in mind what is our objective,if we want to find out who will be our target customers,we have to ensure that we do not overlap,so following are  some of the other consumer segments

• Iphone holders-This is a smart consumer segments used by many organizations to get an idea of people who use iphone for typically segmenting people who may try there newer product,who may be okay with their expensive product.
• Shift employees-People can be segmented based on different shift timings they work/attend college on like morning shifts,night shifts as they may have different requirements according to different shifts
• Sports lovers-We can segment people based on their love for sports as it can give a fair indication for certain companies
• Fitness degree holders-Consider a company who wants to test a fitness product,for them such segmentation will be extremely useful.

Apart from above examples,segmentation could be based on different factors such as education,age,geography

Characterstics of above segments is that are based on the need of the business and keeps the company doing research at the centre,so all these segments could be very relevant to one while not at all useful to other making them very specific anf focused for task at hand.

Answer is complete.Thank you!