Segmenting Consumer Markets: 1-Geographic Segmentation

The document discusses segmenting consumer markets for a new drive-through shopping mall concept. It identifies four primary types of segmentation: geographic, demographic, psychographic, and behavioral. These segmentations can divide the market based on location, customer attributes, social characteristics, and purchasing behaviors. The shopping mall's targeting strategy should then focus on satisfying customer needs over time by providing a variety of products, services, and positioning itself accurately based on the segmented markets.

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Raahim Najmi

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Segmenting Consumer Markets: 1-Geographic Segmentation

Uploaded by

Raahim Najmi

We take content rights seriously. If you suspect this is your content, claim it here.

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Download as DOCX, PDF, TXT or read online on Scribd

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As the drive through shopping mall is new in the market so we shall have to take care of the segments

for which it should be divided so that it can become easy for the customers to reach to their needs.
The drive through shopping mall should be divided into smaller segments with different needs,
characteristics and behavior.

Segmenting Consumer Markets: The drive through shopping mall can be divided into four
consumer segments:

1-Geographic Segmentation: This segment will divide the shopping mall into different
geographical units in which this market should be opened in different countries, states, cities or even
neighborhoods.

2-Demographic Segmentation: This segment will divide the shopping mall by portions with
different items according to age groups, gender, income, education, religion etc.

3-Psychographic Segmentation: This segment will divide the market by different social class,
lifestyle or personality characteristics by opening into different areas.

4-Behavioral Segmentation: This segment will include employers for only helping customers
to give knowledge about the product. Employers can tell the customers about promotion, discounts,
usage rate and benefits about the product.

Market Targeting:
By the help of segments, the drive through shopping mall should increase its size and growth from
time to time.
In start the business should work on less profit and more service while after some time the business
should go for more profit by introducing less costing product with a higher margin of profit but
should provide the same service it was providing before.
As this business idea is unique and innovative the objective of the company should be to satisfy their
customers and fulfill their needs of the product and services they need.
The target strategy of the business should be to provide the customers with product variability and
product lifecycle stage.
The company resources of the market should be meet the needs and fulfill expectations of the
business.
Product Positioning should be accurate so that it should be easy for the customers to reach to their
needs easily.