| |
It is not necessary
or practical to define market segments for every possible combination
of customer characteristics. Breaking the market into three or four
main segments relevant to the product/service that you are offering
should be sufficient. The sample market segments for a gourmet ice
cream wholesaler might look like this:
- Indulgers
- females aged 25-55, concerned with relationships, seeking a rich,
good-tasting ice cream that is convenient and value-priced.
- Grandparents
- retirees aged 55-75 with young grandchildren, concerned with
the happiness of their grandchildren. They value taste, attractive
packaging, and convenience.
- Connoisseurs
- male professionals between the ages of 35-60, earning average
to above average income, concerned with quality of life and pleasurable
eating experiences. Value the taste of their ice cream and the
quality of its ingredients.
- Health
Nuts - young and middle-aged professionals, aged 25-55, above
average income, highly educated, highly active, concerned with
fitness and lifestyle. Value an ice cream with natural and quality
ingredients, low fat ice creams, yogurts, and alternative products
(soy, goats milk), and preservative-free products.
The information
used to define your market segments will be obtained through primary
and secondary market research in relation to your product/service
definition.
|
|
