Professional Documents
Culture Documents
Market
Segments and
Targets
Chapter 8
Market
Segment
Consumer Market
Consist of a group of
customers who share
similar needs and wants
Geographic
Demographic
Behavioral
Psychographic
Geographic Segmentation
nations
neighborhoo
ds
states
cities
regions
counties
Demographic Segmentation
age,
family size
family life
cycle
income
occupation
education
religion
race
generation
nationality
social class
gender
Psychographic Segmentation
Buyers are divided into different groups on the basis
of psychological/personality traits, lifestyle, or values.
People within the same demographic group can
exhibit very different psychographic profiles.
Psychographics is the science of using psychology
and demographics to better understand consumers.
The VALS
Segmentation
System:
An Eight-Part
Typology
Behavioral Segmentation
Market Targeting
To be useful, market segments must rate favorably on five key
criteria:
PHILIPPINE BUSINESS
ENVIRONMENT
Outline of Presentation
I.
I.
2010
2011
2012
2013
PHILIPPI
NES
7.6
3.6
6.8
7. 2
Indonesia
6.1
6.5
6.3
5.6 (Q3)
Malaysia
7.4
5.1
5.6
5.0 (Q3)
Thailand
7.8
0.1
6.4
2.7 (Q3)
Vietnam
6.8
6.0
5.0
5.5 (Q3)
Inflation rate
Country
2010
2011
2012
2013
PHILIPPINES
3.8
4.6
3.2
2.9
Indonesia
5.1
5.4
4.3
7.0
Malaysia
1.7
3.2
1.7
2.8*
Thailand
3.3
3.8
3.0
2.2
Vietnam
8.9
18.7
9.3
6.6
* October-November
Source: Bangko Sentral ng Pilpinas (BSP)
Inflation rate
Philippines has been enjoying a high growth rate, low
inflation, and good fiscal position.
With a strong domestic economy, Philippines is expected
to be economically stable in coming years.
II.
II.
PHILIPPINES
105.7
Indonesia
251.1
Malaysia
29.6
Thailand
67.4
Vietnam
92.4
2007
2008
2009
2010
2011
2012
2013
14.45
16.43
17.35
18.76
20.12
21.39
22.76
Sources
US, Canada, Saudi Arabia, UK,
Japan, UAE, Singapore
2014
2013
2012
2011
2010
2009
2008
2007
2006
2005
2004
2003
2002
2001
2000
Agriculture
11.8
12.8
12.3
13.7
14.7
13.8
13.8
14.3
14.8
14.8
15
15
17
20
20
Industry
31.1
31.4
32.6
31.7
31.6
31.9
31.7
32.1
31.9
31.9
35
31
30
32
32
Services
57.1
55.8
55.1
54.6
53.7
54.3
54.5
53.7
53.2
53.2
50
54
53
48
48
ngths of the economy has been its services. BPO services has been a growth sec
, US$13.5 billion industry.
Source: Bangko Sentral ng Pilipinas (BSP)