Lhiana Jane Pelostratos July 20, 2015Marketing 1 (MWF 3:00 4:00 pm) BSA-2

McDonaldsBases of Market Segmentation: Behavioral Readiness stage Attitude toward product Loyalty status OccasionsBuying on occasions is the first form of behavioral segmentation like childrens birthday party, or celebrating other events. It is also under Loyalty Status especially because there are already different fast food chains / competitors in the market. It is when people buy Mcdonalds other than its close substitute. The readiness stage

Psychographic Social class LifestyleMcDonald's shows that they really care and know their customers because, they even went as far to this in another country. Like for example in the Philippines, their menu includes rice to go with their products instead of just the regular pasta and burger. This is because Filipinos love to eat rice.

Demographic Age Family size IncomeMcdonalds segments market according to their age, family size and income. They offer products like Happy Meal including toys for kids. BFF Bundles for a group of people. They also have drive-thrus and takeouts which are suitable for families. Their place is suitable for students to hang out or have a group study also, their service is convenient for working people who are in a hurry. Geographic NationsThey have thousands of outlets around the world. In cities, towns, or provinces, they make sure to have a place that is convenient and always has a lot of people.

Samsung Smart Phone

Bases of Market Segmentation: Behavioral Loyalty status Usage rate Benefits soughtThose who adore Samsung would buy their product again if there is a new model because from their experience, theyve tried and tested that this product is great and has satisified their needs/wants. Samsung has heavy users since a lot of people likes to buy it or an updated version of their mobile phones. Furthermore, theyll be getting benefits like being able to call, text, send pictures, play games, listen to music and surf the web. When they buy the product, the benefit they expect from it is simple appearance, new and updated features and reasonably priced.

Psychographic Social class LifestyleTheir market includes people who likes new technology and could afford to buy it.

Geographic NationsTheir mobile phones are available in many countries with different languages and applications to cater the needs of these different markets.

Demographic Age Income Sex OccupationTheir target market are the teens, young adults and adults in their early 30s. These market have a high or average income to be able to purchase the product. It is not gender specific but since women likes to shop more than men, it is assumed that they buy mobile phones more frequently than men. Also, those who work as professionals tend to need an updated version of mobile phones to be used in their professions.

Selecta Ice cream

Bases of Market Segmentation: Psychographic Interests AttitudePeople who likes ice cream and those are always in the mood to eat it is a great market.

Behavioral Purchase Occasion Loyalty statusIt is under this segment since the market would definitely purchase the product when there is an occasion and would choose this over any other close substitute.

Demographic Age Family size Family cycleKids is a target market for this kind of product since almost all young people has a sweet tooth and cant say no to ice cream. Family with a large number of members would tend to buy larger product and those who are just few would buy what would only be enough for them.

Geographic Regions Climate

The product is available in different regions in our country and regions having similar climate pattern

Nescafe

Bases of Market Segmentation: Behavioral Benefits sought Usage rate Usage status OccasionThe benefits is that they will be recharged and their day would start positively. Usage rate is segmented into high, and medium to light coffee drinkers. Nescafe is available for all occasions like breakfast, midday and especially at night t keep you awake. Psychographic Lifestyle PersonalityPeople who are always on-the-go and needs to be energized and kept awake. People believe that coffee consumption is an indicator of their rich and prosperous standard of living. Nescafe users or potential users are assessed to be individuals with active lifestyles and hence Nescafe produced its line of Instant beverages.Coffee drinkers are Confident, Inspired, Out-going, Positive, Success and Achievement-Oriented, Getting started in life, Dynamic and Optimistic.

Demographic Age Income Family size Family cycle

They target the late teens to early thirties segment of the population. As its secondary target market it aims at the 30+ segments. Nescafe has segmented its market on the basis of income accordingly to people. Comparing the price of the other coffee brand .Nescafe is highly affordable to all classes of people because of its lower price than most of the existing brand.

Geographic NationsNescafe is available internationally but they segment the countries according to the size and the number of population. They provide more to which country have large amount of people.

Nike

Bases of Market Segmentation: Geographic NationsLike any other products mentioned above, Nike is available internationally but they will provide more to those countries who have a lot of population and to countries whose population could afford their product. They push its products in countries that apply to certain sports, which are popular in that particular country. Demographic Age Sex IncomeFor the most part, the market is composed of teenagers and adult. Their products is also by gender, there are for men and there are for women. Nike targets households and teens that have a particular desire to look athletic and fashionable at the same time. Markets with high to middle income can easily avail the product.

Psychographic Social class LifestyleBasketball players, sports enthusiasts and others are targeted in this segment. In this type of market Nike must target individuals who enjoy playing sports. Playing and talking about sports shapes these individuals personalities and lifestyles.

Behavioral Benefits sought User status User rate Loyalty statusNike offers shoes, apparel and equipment that are comfortable, appropriate and suitable for an extensive variety of sports all over the world. It also offers products to many different people who have different tastes, interests and needs.. In such competitive market like the one Nike participates in, it is important to gain consumer loyalty. By providing consumers with quality products and product differentiation consumers can identify, consumer loyalty can be developed.