Segmentation Kmart Essay Sample

Segmentation Kmart Essay Sample

… the company’s product and image must cater to only one segment of the society only. However, in multiple-product strategies, companies use differentiated marketing in order to assign a particular image to the product that best caters the women, men, or children, or any particular sector in the consumer society. There are various kinds of market segmentation, according to consumer characteristics. These segments are demographic segmentation, either by age, gender, race/ethnic membership, socioeconomic status, and social/family influences. Other segments include geographic segmentation, wherein consumers are identified and divided into particular groups based on location. Lastly, psychographic segmentation, which focus on the tastes, beliefs, opinions, and personal preferences of consumers. Companies identify individuals who share the same preferences and tastes and categorize them under a particular market segment.

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