MARKET SEGMENTATION.pdf

MARKET RESEARCH & CONSUMER BEHAVIOR MARKET SEGMENTATION Prof. Ernesto B. Arpon, DBA, CPME Let us Pray! Father in heaven, we thank you for today’s opportunity to learn and grow. Together we lift to you our...

MARKET RESEARCH & CONSUMER BEHAVIOR MARKET SEGMENTATION Prof. Ernesto B. Arpon, DBA, CPME Let us Pray! Father in heaven, we thank you for today’s opportunity to learn and grow. Together we lift to you our today’s meeting, discussion, activities and all our fellow learners in spite of our challenging situations. May your Spirit guide us, bless us and help us to focus and concentrate in all that we need to do. This we pray in Jesus name. Amen! For I know the plans I have for you,” declares the LORD, “plans to prosper you and not to harm you, plans to give you hope and a future. Jeremiah 29:11 NIV But your iniquities have separated you from your God; And your sins have hidden His face from you, So that He will not hear. Isaiah 59:2 New KJV For I delivered to you first of all that which I also received: that Christ died for our sins according to the Scriptures, and that He was buried, and that He rose again the third day according to the Scriptures, 1 Corinthians 15:3-4 New KJV Yet to all who did receive him, to those who believed in his name, he gave the right to become children of God— John 1:12 NIV For Prayer and Counseling: - Globe: 09951918590 - Viber: 097663098679 TOPICS TO DISCUSS - What is Market Segmentation? - Types of Segmentation? - Criteria for Segmentation - What is Segmentation Research? - Activity EXPLAIN MARKET SEGMENTATION Market segmentation is a way of aggregating prospective buyers into groups or segments, based on demographics, geography, behavior, or psychographic factors, in order to better understand and market to them. - Investopedia  Market segmentation seeks to identify targeted groups of consumers to tailor products and branding in a way that is attractive to the group. Markets can be segmented in several ways such as geographically, demographically, or behaviorally. Market segmentation helps companies minimize risk by figuring out which products are the most likely to earn a share of a target market and the best ways to market and deliver those products to the market.  With risk minimized and clarity about the marketing and delivery of a product heightened, a company can then focus its resources on efforts likely to be the most profitable. Market segmentation can also increase a company's demographic reach and may help the company discover products or services it hadn't previously considered. Types of Segmentation CRITERIA FOR SEGMENTING THE MARKET MARKET SEGMENTATION RESEARCH Market segmentation research is research that is used to help a firm identify segments in a market, with the end goal of developing different strategies and tactics for the different segments (i.e., market segmentation). Market segmentation research is often referred to as segmentation research. - https://www.displayr.com/what-is-market-segmentation-research/ https://youtu.be/QXOkPvFM6NU ACTIVITY: Answer the following Questions 1. Who occupies the market? 2. What does the market buy? 3. Why does the market buy? 4. When does the market buy? 5. Where does the market buy? 6. How does the market buy? 7. Who participates in buying?  100,000 - total population Students Working Retirees Others Percentage 55% 30% 5% 10% % drinking coffee 65% 85% 90% 30% Ave. Visit 5x/week 3x/week 6x/week na Price willing to pay 50 100 125 na Total Market Potential Target Market 20% 10% 30% Share Projected Sales QUESTIONS/CLARIFICATIONS Thank you!