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WHAT VARIABLES ARE USED FOR SEGMENTING THE CASUAL CLOTHES IN THE UK
Introduction;
This essay identifies various variables used in segmenting the market for Clothes in the UK. It discusses about the Demographic, Geographic and Behaviour descriptors and their adoption in crafting strategies to segment the market for cloth, if those variables translate into purchase and use tendencies.
"Market segmentation refers to breaking a total market down into groups of customers and/or potential customers who have something significant in common in terms of their needs wants or characteristics."
Brassington, F & Pettit, S. (2006) Principles of Marketing. 4th Edition. Page1215.
Market segmentation is a marketing approach that encompasses the identification of different groups of customers with different needs or responses to marketing activity. The market segmentation process also considers which of these segments to target.
Segmentation can also act as dividing an overall market into groups of consumers with similar needs, where each of the groups differs from others in the market in some way.
Basically segmentation allows marketers to see clearly the diversity within their market and uncover opportunities that may exist or segments whose needs have been properly met by other offering. It also allows the firms to select the market, the segmentation approach and access to select segments to targets.
Segmenting the market.
The Casual clothes market can be segmented through Geographic, Demographic, Geodemographic, Psychographic, and Behaviour methods influenced by various variables.
Geographic ? calls for dividing the market into different geographic uni ...