Question

At a Hallmark store you can find several lines of greeting cards, including Fresh Ink, Nature's Sketchbook, Shoebox, Maxine, Mahogany, and Tree of Life cards—all made by Hallmark for sale in its stores and intended to appeal to different target markets. The Mahogany line is designed to appeal to African Americans. This is an example of __________ segmentation.

Answer 1

Answer:

Demographic.

Explanation:

Market Segmentation  is the process of dividing a particular market into sections, which display similar characteristics or behaviour.

There are a number of segmentation variables that allow an organisation to divide their market into homogenous groups.

Types of Segmentation:

-Psychographic Segmentation.

-Geographic Segmentation.

-Demographic Segmentation.

Age- Businesses often target certain age groups. Good examples are toothpaste – look at the variety of toothpaste products for children and adults) and toys (e.g. pre-school, 5-9, 10-12, teen, family) .

Gender- We all know that males and females demand different types of the same product. Great examples include the clothing, hairdressing, magazine, toiletries and cosmetics markets .

Income- Many companies target rich consumers with luxury goods (e.g. Lexus, Bang & Olufsen). Other businesses focus on products that appeal directly to consumers on low incomes (e.g. Aldi and Lidl (discounted groceries) and fast-fashion retailers such as TK Maxx) .

Social class- Many businesses believe that a consumers "perceived" social class influences their preferences for cars, clothes, home furnishings, leisure activities and other products & services.