10.1 Segmentation / identifying target market

Question 1

Name the 4 variables where segmentation often is based on!

Answer 1

1. ) geographic variables
2. ) demographic variables
3. ) psychographic variables
4. ) behavioural virables

Question 2

what does geographic variables mean

Answer 2

• urban or rural area

Question 3

Name 9 facts which are included by demographic variables!

Answer 3

1. ) age
2. ) gender
3. ) ethnicity
4. ) family status
5. ) income
6. ) education level
7. ) occupation
8. ) socioeconomic status

Question 4

Give 4 key characteristics about psychographic variables!

Answer 4

1. ) lifestyle (go out for food & drinks)
2. ) personality (show wealth & knowledge)
3. ) values & beliefs (vegetarian, Fairtrade)
4. ) interests (a certain country)

Question 5

List the 5 observable consumers behaviour!

Answer 5

1.) what benefit from wine?
when do they buy wine? (occasions; often?)

2.) Where do they buy wine?
How often? which volume?

3. ) level of brand loyalty?
4. ) level of interest in wine?
5. ) early or late adopters?

Question 6

in which 3 groups can consumers be split by HALL?

having a closer look than on just low-involvement & high involvement consumers

Answer 6

1.) wine lovers
= great interest, knowledge, high income, high education

2.) wine-interested
= great interest in wine, moderate knowledge, university education, medium income

3.) wine curious = social opportunity
= moderate interest, limited knowledge, moderate income, medium education level

Question 7

What is a main disadvantage of the segmentation by HALL?

Answer 7

disadvantage:

- relatively small sample size of persons