GCSE Market Segmentation

A sub-group of customers who share similar tastes and interests

and have similar spending patterns

• Market segmentation

• Market segment

• Mass market

• Target market

The process of dividing a market of potential customers into sub groups based on their common characteristics is called

• Market Segmentation

• Market Analysis

• Demographics

• Consumer identification

designing chocolate bars that young children would eat (Fredo style bars) and more expensive chocolate to suit the adult market (97%

cocoa content). This is segmentation by

• Gender

• Income

• Lifestyle

• Behaviour

• Age

grouping

customers according to how old they are is an example of segmentation by

• Gender

• Age

• Behaviour

• Lifestyle

grouping

people by socio economic group (how much they earn) and their budget

• Age

• Gender

• Lifestyle

• Income

This means

segmenting by location and where certain customers live.

• Age

• Gender

• Lifestyle

• Geography

This means grouping customers by hobbies or family make up

• Age

• Gender

• Income

• Lifestyle

producing a chocolate bar with more expensive exclusive organic

ingredients aimed at higher

earners is segmentation by

• Age

• Gender

• Lifestyle

• Income

producing a low sugar,

high protein bar aimed at those who are interested in health and fitness and go to

gyms is segmentation by

• Income

• Lifestyle

• Age

• Gender

What does geographical segmentation refer to?

• Splitting up a target market based on location

• Splitting up a target market based on the sports the people play

• Splitting up a target market based on how much money the people earn