Marketing Decisions for Market Segmentation Geographic Demographic Psychographic

Marketing Decisions for

Market Segmentation • Geographic • Demographic • Psychographic • Behavioral

Geographic Segmentation Dividing a market into different geographical units, such as nations, states, regions, countries, cities We prefer to start up a business in Çayyolu region.

Demographic Segmentation Dividing the market into segments based on variablessuch as age, life-cycle stage, gender, income, occupation, education, religion and generation.

Variables in our Business Age & Life-cycle Segmentation: offering different products and different marketing approaches. • We produce sugar-free cookies, cakes and salt-free breads, poğaça etc. for diabetic and old people. • We produce cup-cakes, cookies and moist cakes for young and children.

Gender: Different segments based on gender. We divide a market according to gender; our target segment is women, especially, businesswomen «Businesswomen can only imagine delicious and natural homemade cook, not think how to make these. »

Income: Dividing a market into different income segments. We offer homemade cook for working women at high income level. Organic products Homemade products Customer value Customer who are aware of our products’value can pay more money ( compare than patisseries)

Occupation and Education: Businesswomen’s occupation and education level are directly related to the our business marketing strategies. Educational level and professional status are direclty related each other. So, generally women who are in the high educational and professional level can prefer that type of cook.

Psychographic Segmentation Dividing a market into different segments based on social class, lifestyle or personality characteristics. High and middle social classes Lifestyle : traditional and modernist life style Personality characteristics: healthy and qualified life approach.

Behavioral Segmentation Consumers knowledge related segmentation. Generally, people start to be aware of harms of fast food and recent trend is obesity. Consumer’s recent knowledge