Introduction to Marketing

Segmentation Analysis

The purpose of this assignment is to learn more about some segment of consumers in the population, and how to use the Internet to find information on this segment.Working in groups of two, students will each choose a segment of the population and conduct a segmentation analysis.

Prepare a 1 page analysis of your segment, describing them in as much detail as possible. You can get information about your segment from library sources, the Internet etc…

The following questions should help you describe your segment.

1. What are the demographic characteristics of the segment? (Age, gender, income level, race, and educational level.

2. What are the psychographics of this segment? (people’s interests and values)

3. How is this segment distributed geographically? (Where do they live?)

4. What unique needs, preferences, buying behaviors, and or media habits distinguish this segment from other consumers?

5. What types of media does this segment use? Which web sites do they frequent? Which magazines do they purchase?

6. What is the size of this segment?

Prepare your analysis and brief Presentation to be made in class.All research used such as Internet printouts are to be included with your analysis.