Matakuliah
Tahun
: Perilaku Konsumen
: 2009
Pangsa pasar
Pertemuan 02
Consumer Behavior,
Eighth Edition
SCHIFFMAN & KANUK
Chapter 3
Market Segmentation
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Market
Segmentation
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The process of
dividing a potential
market into distinct
subsets of consumers
and selecting one or
more segments as a
target market to be
reached with a
distinct marketing
mix.
4
Three Phases of Marketing Strategy
• Phase 1: Market Segmentation
• Phase 2: Target Market and Marketing Mix Selection
• Phase 3: Product/Brand Positioning
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Table 3.1: Sodexho’s Segmentation of College-age
Eating Patterns
Star Gazers
• Light, healthy foods
• Price insensitive
• Brand conscious
• Employed full-time over
summer
• Active, out-going
• Family income > 100,000
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Fun Express
• Variety, taste, and nutrition
• Price conscious
• Work part-time over summer
• Value leisure time
• Family income $30,000 60,000
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“Best” Customer Segmentation
High
High
Current Share
Low
HiHighs
(stroke)
LowHighs
(chase)
HiLows
(tickle)
LoLows
(starve)
Consumption
Low
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Segmentation Studies
• Designed to discover the needs and wants of specific
groups of consumers in order to develop specialized
products to satisfy specific group needs (e.g.,
Centrum)
• Designed to guide the repositioning of a product
(e.g., Nintendo)
• Used to identify the most appropriate media for
advertising (e.g., People and Teen People)
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Bases for Segmentation
•
•
•
•
•
•
•
•
•
Geographic Segmentation
Demographic Segmentation
Psychological Segmentation
Psychographic Segmentation
Sociocultural Segmentation
Use-Related Segmentation
Usage-Situation Segmentation
Benefit Segmentation
Hybrid Segmentation Approaches
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Table 3.2 Market Segmentation
SEGMENTATION BASE SELECTED SEGMENTATION VARIABLES
Geographic Segmentation
Region
Southwest, Mountain States, Alaska, Hawaii
City Size
Major metropolitan areas, small cities, towns
Density of area
Urban, suburban, exurban, rural
Climate
Temperate, hot, humid, rainy
Demographic Segmentation
Age
Under 11, 12-17, 18-34, 35-49, 50-64, 65-74, 75-99, 100+
Sex
Male, female
Marital status
Single, married, divorced, living together, widowed
Income
Under $25,000, $25,000-$34,999, $35,000-$49,999,
$50,000-$74,999, $75,000-$99,999, $100,000 and over
Education
Some high school, high school graduate, some college,
college graduate, postgraduate
Occupation
Professional, blue-collar, white-collar, agricultural,
military
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Table 3.2, continued
SEGMENTATION BASE SELECTED SEGMENTATION VARIABLES
Psychological Segmentation
Needs-motivation
Shelter, safety, security, affection, sense of self-worth
Personality
Extroverts, novelty seeker, aggressives, low dogmatics
Perception
Low-risk, moderate-risk, high-risk
Learning-involvement
Low-involvement, high-involvement
Attitudes
Positive attitude, negative attitude
Psychographic
(Lifestyle) Segmentation
Economy-minded, couch potatoes, outdoors enthusiasts,
status seekers
Sociocultural Segmentation
Cultures
American, Italian, Chinese, Mexican, French, Pakistani
Religion
Catholic, Protestant, Jewish, Moslem, other
Subcultures (Race/ethnic)
African-American, Caucasian, Asian, Hispanic
Social class
Lower, middle, upper
Family life cycle
Bachelors, young married, full nesters, empty nesters
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SEGMENTATION BASE SELECTED SEGMENTATION VARIABLES
Use-Related Segmentation
Usage rate
Heavy users, medium users, light users, non users
Awareness status
Unaware, aware, interested, enthusiastic
Brand loyalty
None, some, strong
Use-Situation Segmentation
Time
Leisure, work, rush, morning, night
Objective
Personal, gift, snack, fun, achievement
Location
Home, work, friend’s home, in-store
Person
Self, family members, friends, boss, peers
Benefit Segmentation
Convenience, social acceptance, long lasting, economy,
value-for-the-money
Hybrid Segmentation
Demographic/
Combination of demographic and psychographic profiles
Psychographics
of consumer segments profiles
Geodemographics
“Money and Brains,” “Black Enterprise,” “Old Yankee
Rows,” “Downtown Dixie-Style”
SRI VALSTM
Actualizer, fulfilled, believer, achiever, striver,
experiencer, maker, struggler
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Geographic
Segmentation
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The division of a total
potential market into
smaller subgroups on
the basis of
geographic variables
(e.g., region, state, or
city).
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Demographic Segmentation
•
•
•
•
Age
Sex
Marital Status
Income, Education, and Occupation
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Age: Segmentation by Age Effects and Cohort
Effects
• Seven Life Development Stages (Table 3.3)
– Provisional Adulthood
• Pulling up roots
– First Adulthood
• Reaching out, Questions/questions, Mid-life explosion
– Second Adulthood
• Settling Down, Mellowing, Retirement
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Marital Status
• Households as a consuming unit
–
–
–
–
Singles
Divorced
Single parents
Dual-income married
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Psychological Segmentation
•
•
•
•
•
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Motivations
Personality
Perceptions
Learning
Attitudes
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AIOs
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Psychographic
(lifestyle) variables
that focus on
activities, interests,
and opinions.
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Table 3.6 Excerpts from AIO Inventory
Instructions: Please read each statement and place an “x” in the box that best
indicates how strongly you “agree” or “disagree” with the statement.
I feel that my life is moving faster and faster,
sometimes just too fast.
Agree
Completely
If I could consider the “pluses” and “minuses,”
technology has been good for me.
I find that I have to pull myself away from e-mail.
Given my lifestyle, I have more of a shortage of
time than money.
Disagree
Completely
[1] [2] [3] [4] [5] [6] [7]
[1] [2] [3] [4] [5] [6] [7]
[1] [2] [3] [4] [5] [6] [7]
[1] [2] [3] [4] [5] [6] [7]
I like the benefits of the Internet, but I often don’t [1] [2] [3] [4] [5] [6] [7]
have the time to take advantage of them.
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Table 3.7 A Hypothetical Psychographic
Profile of the Techno-Road-Warrior
•Sends and/or receives 15 or more e-mail
messages a week
•Regularly visits Web sites to gather information
and/or to comparison shop
•Often buys personal items via 800 numbers
and/or over the Internet
•May trade stocks and/or make travel reservations
over the Internet
•Earns $100,000 or more a year
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Figure 3.1
Centrum
Targets
Lifestyle
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Sociocultural Segmentation
• Family Life Cycle
• Social Class
• Culture, Subculture, and Cross-Culture
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Family Life Cycle
• Phases a family goes through in their formation,
growth, and final dissolution
–
–
–
–
–
Bachelorhood
Honeymooners
Parenthood
Post-parenthood
Dissolution
• Explicit basis: marital status, family status
• Implicit basis: age, income, employment
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Use-Related Segmentation
• Rate of Usage
– Heavy vs. Light
• Awareness Status
– Aware vs. Unaware
• Brand Loyalty
– Brand Loyal vs. Brand Switchers
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Figure 3.2
Campbell’s
Seeks to Create
Awareness
and Interest
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Usage-Situation Segmentation
• Segmenting on the basis of special occasions or
situations
• Example Statements:
– Whenever our daughter, Jamie, gets a raise, we always take
her out to dinner.
– When I’m away on business, I try to stay at a suites hotel.
– I always buy my wife flowers on Valentine’s Day.
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Figure 3.3
Ad Designed to
Spell Out
Rewards of
Consumer
Loyalty
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Figure 3.4
OccasionSpecific
Ad
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Benefit Segmentation
• Segmenting on the basis of the most important and
meaningful benefit
– Prudential - financial security
– Iomega - data protection
– Wheaties - good health
– Eclipse - fresh breath
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Figure 3.5
Ad Offering
Combined
Benefits
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Hybrid Segmentation Approaches
• Psychographic-Demographic Profiles
• Geodemographic Segmentation
• SRI Consulting’s Values and Lifestyle System (VALSTM)
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Table 3.8 Demographic-Psychographic Profile of
Newsweek
•
•
•
•
•
•
•
•
Total adult readers 19,593,000
Men
Professionals/ Managers
Age 35-49
Household income >$100,000
Married
Own laptop PC
Spent $3000+ on vacation last year
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%
Index
100.0
55.9
35.3
36.5
25.1
62.4
12.0
12.3
100
117
174
114
172
109
150
164
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Table 3.9 Demographic-Psychographic Internet
Shopping Styles
•
•
•
•
•
•
E-bivalent Newbies
Time-Sensitive Materialists
Clicks & Mortar
Hooked, Online, & Single
Hunter-Gatherers
Brand Loyalists
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Figure 3.6
Targeting
An Active
Lifestyle
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Table 3.10 Sample Claritas Geodemographic Clusters
Blue Blood Estates
• .8% of U.S. households
• Professional
• Elite super-rich
• College graduate
• 35-44, 45-54, 55-64
• Country club members, own
mutual phones, play golf
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Young Influentials
• 1.1% of U.S. households
• Professional
• College graduate
• Under 24, 25-34
• Yuppies, drink imported
beer, read fashion
magazines
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Figure 3.8
VALS
ACTUALIZERS
High Resources
Principle Oriented Status Oriented Action Oriented
FULFILLEDS
BELIEVERS
ACHIEVERS EXPERIENCERS
STRIVERS
STRUGGLERS
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MAKERS
Low Resources
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Figure 3.9 VALS 2 Segments and
Participation in Selected Sports
Percent of adults in each VALS 2 type who participated in selected sports in 1995.
Actualizers
Experiencers
Achievers
Makers
Fulfilleds
Strivers
Believers
Strugglers
0
2
Mountain/rock climbing
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6
8
10
Jet skiing/wave running/water biking
12
14
Inline skating
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Table 3.11 Size of VALS Segment as
Percent of U.S. Population
VALSTM
Actualizer
Fulfilled
Believer
Achiever
Striver
Experiencer
Maker
Struggler
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SEGMENT
PERCENT OF
POPULATION
11.7%
10.5
17.0
14.7
11.8
12.9
12.0
9.5
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Mindbase Segmentation
• Monitor Mindbase based on Yankelovich’s Monitor
Survey of American Values and Attitudes
• Table 3.12
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Table 3.12 Eight Major Mindbase Segments
•
•
•
•
Up and Comers
Young Materialists
Stressed by Life
New Traditionalists
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•
•
•
Family Limited
Detached Introverts
Renaissance Elders
Retired from Life
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Criteria For Effective Targeting of Market
Segments
•
•
•
•
Identification
Sufficiency
Stability
Accessibility
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