GMM Lecture 3

Management > Global Marketing Management > Lectures > Market strategy A > Market segmentation

Market Segmentation

You can segment the market in terms of demographics, pschographics (attitudes and lifestyles) and behaviour (how often people consume a product)

Young and Rubicam’s 4Cs (Cross Cultural Consumer Characterisation) break people up into attitudes, work, lifestyle and purchase behaviour. Examples include:

• Resigned poor, unskilled labour, television, price conscious
• Struggling poor, skilled labour, sports, discount stores
• Mainstreamers, teachers, family, brand loyal
• Aspirers, white collar workers, fashion, conspicuous consumption