case analysis of table segmentation
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read the case in the files and analysis data by using tables as examples and answer question around 3-4 pages
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3. TABLE EXPLAINING BASIS FOR SEGMENTATION Basis For Segmentation |
Sub-basis For Segmentation (Examples) |
DEMOGRAPHIC |
Age: under 6, 6-11, 12-19, 20-34, 35–49, 50–64, 65 Family Size: 1-2, 3-4, 5…. Family life cycle: Young, single; young, married, no children; young, married, youngest child under 6; young, married, youngest child 6 or over; older, married, with children; older, married, no children under 18; older, single; other Gender: Male, female Income: Under $9,999; $10,000-$14,999; $15,000-$19,999; $20,000-$29,999; $30,0000-$49,999; $50,000-$99,999; $100,000 and over Occupation: Professional and technical; managers, officials, and proprietors; clerical, sales; craftspeople; forepersons; operatives; farmers; retired; students; homemakers; unemployed Education: Grade school or less; some high school; high school graduate; some college; college graduate Religion: Catholic, Protestant, Jewish, Muslim, Hindu, Race: White, Black, Asian, Hispanic Generation: Baby boomers, Generation Xers Nationality: North American, South American, British, French, German, Italian, Japanese Social Class: Lower lowers, upper lowers, working class, middle class, upper middles, lower uppers, upper uppers |
PSYCHOGRAPHIC |
Lifestyle: Straights, swingers, longhairs |
Personality: Compulsive, gregarious, authoritarian, ambitious |
|
BEHAVIORAL |
Occasions: Regular occasion, special occasion Benefits: Quality, service, economy, speed User status: Nonuser, ex-user, potential user, first-time user, regular user Usage rate: Light user, medium user, heavy user Loyalty status: None, medium, strong, absolute Readiness stage: Unaware, aware, informed, interested, desirous, intending to buy Attitude toward product: Enthusiastic, positive, indifferent, negative, hostile |
4. QUESTIONS TO CASES
1. In light of the information provided in this case, discuss all the segmentation options available to The Fashion Channel and explain your reasons for these options.
2. If you were Dana Wheeler, what recommendations would you provide. Defend your recommendations.
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