Market Segmentation Essay

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MARKET SEGMENTATION Market segmentation on the other hand identifies the separate group of people or organization within the broad target market, each with similar needs, characteristics or behaviours. Market segmentation for walls is categorized into four basic categories which is geographic, demographic, psychographic and behavioral.  Geographic Consumers with high purchasing power are becoming heavy user of products available by Wall’s. Where else the consumers with very low purchasing power are light users. The density of user can also be categorized geographically. Wall’s is more popular in urban areas, as well as some of the rural areas. Although Malaysia is considered a hot climate country generally but it does have areas with low temperature, so Wall’s is not that much consumed in those areas.  Demographic Demographic variables of Wall’s target market are mostly age and income based. Wall’s have created many sorts of ice cream to cater all age groups. The most popular ice creams amongst kids are Paddle Pop, in teenagers are Cornetto and Magnum, commercial packs are popular in families as whole. Wall’s cater both females and males in the society. If we consider the income segmentation, Wall’s is targeting upper, middle, and lower middle income levels. Segmentation on the basis of income classes: Upper class: It includes the elite or higher income class who can effort even the most expensive items without much botheration. They consume ice-cream more on the basis of taste and preference rather than money. Upper- middle class: This class includes people with moderate kind of income. You can neither put them in free hand category nor very less purchasing power category. These people normally take the taste and affordability both into consideration. Upper-middle class: These are the people with very little income to spend. These people usually prefer

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