Segementation Identification

Psychographic segmentation divides the food market into groups based on social class, aliveness-style and personality characteristics. It is based on the assumption that the types of products and brands an individual purchases leave reflect that persons characteristics and patterns of living.
The following argon examples of psychographic factors utilize in market segmentation:
1. genial class : Is the single most used variable for research purposes, and divides the population into groups based on the bloodline of the Chief Income Earner (CIE), as such it can be seen as a socio-economic scale. In the UK, The National Readership Survey, provides the following standardised groupings.
The socio-economic scale|
2.




|
| Social grade|
| | Description of occupation|
| | Example|
| |
|
| A|
| | high autobusial, administrative or professional|
| | Company director|
| |
|
| B|
| | intermediate managerial, administrative or professional|
| | Middle manager|
| |
|
| C1|
| | supervisory, clerical, junior administrative or professional|
| | Bank shop clerk|
| |
|
| C2|
| | skilled manual of arms workers|
| | Plumber|
| |
|
| D|
| | semi- and unskilled manual workers|
| | Labourer|
| |
|
| E|
| | state pensioners with no other income, widows, routine and lowest grade earners|
| | Unemployed|
| |
|
3.     click to view more detailed breakdown of Social Grade Scale
4. Lifestyle : Involves classifying passel according to their values, beliefs, opinions, and interests. There is no one standardised modus vivendi segmentation model, instead market research firms, and advertising agencies are constantly devising new categories, which will best abet target possible consumers of their clients products.
One example of a life style classification model, is that developed by the advertising agency, green & Rubican, called Cross Cultural Consumer...If you want to get a full essay, order it on our website: Ordercustompaper.com



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