Analysis of an Advert
There are two principal categories of market segmentation: consumer based segmentation and consumption-specific segmentation. In consumer based segmentation, the consumers are grouped on the criteria of characteristics of the consumers. In consumption bases, the segmentation criterion is based on the consumer’s interaction with the product or potential interaction with the product. Within each category, segmentation may be further carried according to existing facts or according to abstraction, (Charles, 2008). For consumer based segmentation, facts include elements such as age, age cohorts, gender, marital status, family life cycle, income occupation among others. For consumption-specific segmentation, facts include user ...
