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• The major segmentation variables -

geographic, demographic, psychographic, and
behavioral segmentation.
• Geographic segmentation calls for dividing the
market into different geographical units such
as regions, cities, or neighborhood. Coca-Cola
has a countrywide network of product
distribution but the company segments more
in urban and suburban areas as compared
torural areas.
• Demographic variables are the most popular
base of Coca-Cola Company for distinguishing
their customer groups. The reason is that
consumer wants, preferences, and usage rates
are often associated with demographic
variables. Another is that demographic variables
are easier for Coca-Cola to measure because
they can evaluate or conduct surveys for
the demographic segmentation.
Age and Life cycle stage
• Coca-Cola Consumer wants and abilities
change with age. Age and life cycle can be
tricky variables because there are different
needs and wants as accord to the age of a
person. The main sector in which Coca-Cola
Company targets is the youth because there is
a much need of refreshment and energizers to
cope up with their daily activities
• Gender is also an issue needed to be given prior
by Coca-Cola. Men and women tend to have
different attitudinal and behavioral orientations,
based partly on genetic makeup and partly
on socialization practices. Coca Cola targets
both genders with its wide variety of drinks.
This market is relatively large and is open to
both genders, thereby allowing greater product

• Family size basis is also a base segmentation

for Coca-Cola. In our society, we have families
with different family size. So Coca-Cola makes
a variation in their served bottle size into
many ways such as 500ml, 1L, 1.5L, 2L pack.
People can easily choose a suitable pack based
on their family size.
Coca-Cola segments different income levels by
packaging. For example, for people with a low
level of income, the company has small
returnable glass bottle; for the mediocre class it
has non-returnable bottle, and for people with a
high level of income it has Coke tin.
• Social class has a strong influence on
preference in food and drinks. Coca cola
design products for specific social classes
In psychographic segmentation, Coca Cola
buyers are divided into different groups on the
basis of lifestyle or personality or values. People
within the same demographic group can exhibit
very different psychographic profiles, for that
reason Coca Cola Company designed and made
product which are suitable for their personality
• People exhibit many more lifestyles than are
suggested. People differ in attitudes, interest,
activities, and these affect the goods and
services they consume. Coca-Cola Company
presented products which are suitable for
modern, busy life style (shortage of time) and
mobile generation
• In behavioral segmentation, Coca Cola buyers
are divided into groups on the basis of their
knowledge of, attitude toward, use of, or
response to a product.
• Many marketers believe that behavioral
variables-occasions, benefits, user status, usage
rate, loyalty status, buyer-readiness stage, and
attitude are the best starting points for the
construction of market segments
• Coca Cola consumers can be distinguished
according to the occasions when they develop
a need, purchase a product, or use a product.
Occasions segmentation can help firms
expand product usage
• Sometimes, for the promotion strategy of
Coke, Coca-Cola Company introduces prizes in
the top cover