Market segmentation

Select all the sectors where you think the companies can use geographic segmentation of the market. (Segmentation on basis of location)

• Apparels/ clothing

• Fast food

• Automobiles

• Heating devices

• Sports equipment

Companies in which of the following sectors are LEAST likely to opt for behavioural segmentation? (It is a form of customer segmentation that is based on patterns of behaviour displayed by customers as they interact with a company. Eg. loyalty of consumer, buyer readiness stage, etc)

• Airlines

• Automobiles

• Hotels

• Restaurants

The cosmetics major L’Oreal, since it entered India in 1994, has likely used all of the following criteria to segment the consumer base EXCEPT:

• Psychographic segmentation: according to psychological traits that influence consumption habits drawn from people's lifestyles.

• Benefits segmentation: segmenting your market based on the perceived value or advantages that consumers believe they will receive from your product.

• Age segmentation: Segmenting the consumers on the basis of age

• Geographic segmentation: Segmenting the consumers on the basis of geographic location

• Income segmentation: Segmenting the consumers on the basis of income level.

Imagine you are head of a company that aims to revive the lost art forms of Indian culture. Which age group will you target?

• 20-35 years

• 35- 55 years

• 55-70 years

• 70 and above

Which of the following companies is LEAST likely to use a family life cycle segmentation? (Family Life Cycle segments are characterized by people being in a certain stage of life, eg. married, bachelor, etc)

• Ikea (Deals in furniture)

• LIC

• DLF Ltd. (real estate)

• Bharti Airtel

Do you think Psychographic segmentation will be of greater importance in future? If yes, explain briefly. (segmentation according to psychological traits that influence consumption habits drawn from people's lifestyles.)

Which of the criteria is Coca-cola MOST likely to use for market segmentation?

• Income

• Age

• Behavioural

• Geographical

 A company plans to enter the market for gym equipment. How much should it focus on benefit segmentation of the market? (segmenting your market based on the perceived value or advantages that consumers believe they will receive from your product.)

• Little

• Moderate

• High

• Very High

According to you, what is the percentage of youth between 15-24 years who hold on to their traditional values, are not receptive towards western trends and beliefs?

• Less than 20%

• 20-50%

• 50-75%

• More than 75%

Do you think McDonald’s would have used classification based on ethnicity or social/ cultural beliefs for market segmentation?

• Yes

• No