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Segmentation, Targeting and Positioning - page 8 / 20

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Variables for Segmenting Consumer Market

Behavioral segmentation: dividing groups on the basis of knowledge of, attitude toward, use of, or response to a product. Cold Ovaltine, Mobil oil users

Occasions: coke in the morning, water resistant watch, panjabi on Eid, marriage sharee

Benefits sought: different toothpaste, different laundry detergents, different shampoo, different body lotion.

User status: non-users, ex-users, potential users, first time users, regular users. Blood bank (regular donors, first-time donors, ex donors).

Usage rate: Heavy users make up only 15 - 20% of all buyers but consumer 50 - 55% of all products. Extremely loyal or always search for lower price

Loyalty Status: brand (Sony), stores (Agora), company (GE)

Cross selling

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