 |
MARKET SEGMENTATION SURVEY |
|
|
| Market Segmentation identifies and targets the groups of customers or audience most likely to purchase or be interested in the products or services that you offer. |
| Customer groups are identified using a variety of techniques and descriptors. Traditional segmentation of markets uses characteristics like demographics, psychographics, behavioral activities, technical knowledge, occasions of use, purchase situations, benefits sought, usage rates and even geographic area. |
| Market segmentation is used to classify customers into similar groups that can be reached for marketing purposes. Marketing plans reflect management's perspective of the market and the ability to reach the needs of multiple segments. For example, the degree of market segmentation (aggregation or desegregation) extends from the extremes of offering one product to the entire market (Ford only made one model "T"), to total customization for each customer (Nike's website now allows you to totally customize your own shoes by picking style, color and embossing). |
|
General Measures That Are Part of a Market Profiling and Segmentation Analysis.
Segmentation Variables – Demographic |
|
| Demographics (Corpographic if corporate profile) |
| (examples: gender, geographic area, age, income, occupation, home ownership, work full time, part time, stage in family life cycle, number living at home, number of children by age group) (amount of contact from sales reps). |
|
| Purchase Role, Process Descriptors (refer to section below) |
|
| Role in the purchase process (influencer, purchaser, user) |
|
Qualification questions(Identify the role: purchaser of product)
(what can you do about falsification? Divide into channels?) |
|
| Purchase History Variables |
|
- Purchases of product category (units and/or $ )
- Purchases by brand within category
- Purchases of accessory items
- Purchases of substitute items (which brands substitute, how often are substitutes purchased, why)
- Increase or decrease in purchases this year over last
- Increase or decrease in purchases anticipated next year (open ended could fit in here… if they are going to increase or decrease, ask why.)
- Share of purchases by brand: Frequency of trying other brands (also: source of purchase— where? Do you plan to purchase there again?) (Repurchase cycle?)
|
|
|
|
|