Consume

r
Behavior

is the study of individuals, groups, or

organizations and the processes they use
to select, secure, use, and dispose of
products, services, experiences, or ideas
to satisfy needs and the impacts that
these processes have on the consumer
and society.

Consumer Behavior

Market
Segmentation
* The process of dividing a

market into groups of similar

consumers and selecting the
most appropriate groups for
the firm to serve.

Analyze consumer product relationships

Investigate segmentation bases
Develop product position
Select segmentation strategy
Design marketing mix strategy

*Tasks in Market
Segmentation

*Useful

Segmentation
bases for
Consumer
Markets:

continent

Geographic
Segmentation

countries

Country regions

 Age
Gender
Education
Income
Occupation
Family Size

Demographic
Segmentation

Culture
Subculture
Religion
Race
Nationality

Social Class

Sociocultural
segmentation

Media usage
Payment method
Usage rate
User status
Usage situation

Behavioral
Segmentation

Conclusion:
We study consumer
behavior to identify
bases for effective
segmentation. The
simple logic behind
market segmentation
is that a single
product usually will
not appeal to all
customers.