Market Segmentation
Oral-B
Geographic characteristics: products are used both in the city and in the countryside; the population varies from 5 thousand to 4 million and more people depending on administrative division. The climate also has no sense, can be both continental and subtropical.
The demographic characteristics: the age category varies from 6 to 65 years and more, because tooth brushing is the integral part of human life. Tooth-brushes are used by men and women. Large families and those that consist of one person apply to this sphere of segmentation. Depending on level of income it is possible to classify people both with small and with the high monthly income to the given category.
The psychographic characteristics: the public class is high and average, on a way of life it can be cheerful persons, active people, aesthetes who care about the health, sociable, independent and prefer to make decisions by their own. People who prefer to act as others, easily carried away can be the consumers of Oral-B products.
The behavioristic characteristics: the reason of buying the products can be ordinary or for a special case; quality, service and economy apply to required benefits. The status of the user is defined as regular; the intensity of consumption is active. People with strong level of devotion to this company apply to this category.
Benefit: the consumers of tooth-brushes and means for care of an oral cavity expect to get as much as possible effective and painless brushing teeth from a touch, and removing small parts of food. Besides they want to get these means for reasonable price.
Urban Decay
Geographic characteristics: people living in such countries as Canada, France, Ireland, Italy, Spain, Great Britain, the USA, Holland apply to this cosmetic line because stale stores are located in this areas. The population varies from 500 thousand people and more; mostly they are big cities of an is moderate-continental and subtropical climate subject to the density of population.
The demographic characteristics: the age of buyers who are interested in buying the products is within 21-40 years. Basically women and young girls use cosmetics; the size of family has no sense, but more often women without children or the big families with girls under 20 years use cosmetics. The size of income matters, because few people which level of month income is average and high, can allow good cosmetic preparation. By the nature of employment it is possible to allocate students, housewives, the women occupying high posts.
The psychographic characteristics: the consumers of cosmetics apply to an average and higher class, they are women who like to look after themselves, independent, are ready to experiment, self-assured, coquettes, romantic natures, lead an active way of life, have many acquaintances and friends.
The behavioristic characteristics: the reason of buying the purchase of this production can be both ordinary and in a special case, for example, wedding, a gift to the girlfriend, an important event. Depending on the status the consumer can be both the newbie and the steady customer.
Benefit: the quality is the basic …