Demographic Segmentation:

-Under this segmentation. Dove focusses on all women above 18 years.

-These incluide women who are conscious about skin care.-They want to use quality
products of the skin.-They have good purchasing power.

PSYCHOGRAPHIC SEGMENTATION
Dove uses psychographic segmentation, where it aims to create psychology in women
that beauty incorporates in all stages of life.
-Beauty is present at all ages, sizes and body shapes.
-You need to feel and celebrate you skin and body.-We can say that Dove has a
unique approach of concentrating on real people even in their advertisements.-They
do not take any celebrities in their promotions for better connect with the
customer.-Women should feel good and look good not only from outside but also
inside.

Demographic Segmentation: This is referred to as the widest and simplest among the
market segmentations. It is the most preferred by many companies because it helps
in serving the right population with their products (Microsoft, 2010). Demographic
segmentation defined through several variables such as family size, age, income,
gender, nationality, race, occupation, and religion.

Based on age, Dove products are targetted to the teens, scholars, young adults,
middle and old aged consumers. Based on gender, the dove has products used by both
women and men. Lastly, according to the level of income, Dove products are
targetted to middle and high-income consumers. These group of consumers is
targetted simply because they are aware of the brand and can easily afford them
(Dove, 2016).

Psychographic Segmentation: This segmentation is based on consumers� activities,

interests, opinion, and lifestyle. The difference between psychographic and
behavioral segmentation is that the former takes consumer buying behavior into
consideration while the former do not (MediaKnowAll, 2009).

Dove products mainly focus on the consumers� attitude and self-esteem. The company
provides products offered to average looking women to make them look beautiful and
more attractive. This aspect of the product is focussed on the potential customers�
attitude. For example, the dove came up with smile wall campaigns which were
focussed on making people acknowledge their beauty. Campaigns were also conducted
to encourage the customers� self-esteem through using Dove products (Dove, 2016).

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Behavioral Segmentation
Behavioral segmentation subdivides a broad population by consumers� behavior,
decision making, and product usage. For instance, young people prefer using Dove
soap while the enthusiastic sport's customers prefer lifebuoy. Another example is
in the smartphone industy (Hawkins, 2013, p. 46). The blackberry phones target
business people, Samsung focussed on the users who had fallen in love with Android
and Apple targetted premium customers.

Based on usage response, Dove soap and deodorant is used by the customer two to
three times in a week (on average) among all the consumers. However, the frequency
of usage is higher among the youths. Based on benefits, many people use dove with
the hope of solving some of their problems like dandruff control, Oil control by
using shampoo, hair therapy, wrinkle reduction, better skin and smooth skin (Dove,
2016).
Under behavioral segmentation, products are provided to the customers to solve the
problems listed above as well as many others.