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

Font: Arial

Spacing: 1.5

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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