Developing a Segmentation Scheme

Develop a detailed PSYCHOGRAPHIC or BEHAVIORAL/USAGE segmentation scheme for one of the following consumer groups.

Consumer Groups

· Travelers

· Movie Goers

· Diners (i.e. people that eat out)

· “Green” Consumers (i.e. people who buy eco-friendly products)

· Smartphone Users

· Grocery Store Shoppers

For the consumer group you choose:

Identify the consumer group.
Segment the market for the consumer group into three or more substantive segments using a PSYCHOGRAPHIC or BEHAVIORAL/USAGE segmentation method. Do not segment the consumers using any kind of demographic characteristics (i.e. age, income, gender, ethnicity, geography, etc.). Be sure to think of the key psychological / behavioral / usage drivers of consumption for each segment that you identify. What psychological needs are met by consuming these products/services and how do these needs differ by segment? There should be very little if any overlap in psychographic/behavioral characteristics between your segments, i.e. they should be “differentiable”.
Name each of your segments. The names you choose should be creative, memorable and, most of all, should succinctly summarize the single-most defining characteristic of that segment.
Write a brief consumer profile for each of the segments you created. What does the typical consumer in this segment buy (in addition to the indicated product/service – go broader)? Where does he/she shop? What is he/she interested in? What does his/her lifestyle look like? How does he/she spend his/her leisure time? What groups does he/she affiliate with?
Note: You are free to conduct some brief research on the consumer group you choose, but please do NOT copy a segmentation scheme that already exists. The point of this assignment is for you to create a brand-new segmentation scheme from scratch, using your theories about the motivations and kinds of people who typically buy these products. Don’t hesitate to make some (or all) of it up – but remember, whatever you develop must be logical and consistent with the aspects of effective segmentation practices discussed in the text/lectures.

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