Consumer Segmentation Profiling - Essay Example

A way to segment is to separate them based on the different needs of the consumer groups. For example, people in Alaska have a need for winter clothes most of the year, while consumers living in the Caribbean islands have no need for winter clothes because the temperature is hot the entire year. The consumer can also be segmented based on certain variables or characteristics. Marketers sometimes segment their customers based on age bands groups. The example illustrated in Appendix A shows consumer segmentation by age.

McDonald's is the largest fast-food chain in the world. Its hamburgers are a product that sells well in most parts of the world. Despite this fact, the company has found it hard to penetrate the India marketplace because the majority of its population visualizes the cow as a sacred animal. Another variable that is often used for consumer segmentation is income. Marketplaces with populations that have higher income are attractive due to the fact that higher-income means the customers have greater purchasing power.

Appendix A: Consumer segmentation profiling by age 18 to 25 years 25 to 35 years 36to 55 years 56 to 75 years 75 to 100 years