Which of the following is NOT a base of product related segmentation?
Decision criteria for product evaluation
Understanding Product Related Segmentation Bases
Market segmentation is a crucial process in marketing where a broad consumer or business market is divided into sub-groups of consumers (known as segments) based on some type of shared characteristics. This allows businesses to target their products and marketing efforts more effectively. Product related segmentation, also known as behavioral segmentation, divides the market based on consumers' actual behavior toward the product.
This type of segmentation looks at how consumers interact with a product, their feelings about it, their usage patterns, and their responses to marketing stimuli. Let's examine the options provided to see which one does NOT fit as a base for product related segmentation.
Analysing Potential Bases for Product Related Segmentation
- Consumption of the product: This refers to the rate or frequency at which a consumer uses the product (e.g., heavy users, light users, non-users). This is a direct measure of behavior related to the product and is a common base for product related segmentation.
- Loyalty for the product: This measures the degree to which consumers are committed to a particular brand or product (e.g., highly loyal, somewhat loyal, switchers). Loyalty is a behavioral trait and a key aspect of product related segmentation.
- Product use situations: This considers the specific circumstances or occasions when consumers use the product (e.g., using orange juice for breakfast, using it as an ingredient in a recipe, using it for a special occasion drink). This relates directly to the context and manner of product usage, making it a valid base for product related segmentation.
- Decision criteria for product evaluation: This refers to the factors consumers consider important when choosing among different products or brands (e.g., price, quality, features, brand reputation, packaging). While important in the overall purchase process, these criteria are more about the *benefits sought* or the *evaluative process* consumers use before or during the purchase decision, rather than their actual behavior *with* or *towards* the product itself (like consumption, loyalty, or usage). Segmentation based on decision criteria is often classified under benefits segmentation or part of the purchase decision process analysis, distinct from product related segmentation bases like usage rate or loyalty.
Conclusion on Product Related Segmentation
Based on the analysis, consumption, loyalty, and product use situations are all well-established bases for product related (behavioral) segmentation because they describe how consumers interact with or behave concerning the product. The decision criteria for product evaluation, while influencing behavior, is less about the behavior with the product itself and more about the criteria used in the pre-purchase or purchase phase. Therefore, it is NOT typically considered a base of product related segmentation in the same vein as the others.
| Potential Segmentation Base | Is it a base for Product Related Segmentation? | Explanation |
|---|---|---|
| Consumption of the product | Yes | Based on usage rate or frequency. |
| Loyalty for the product | Yes | Based on commitment to the brand/product. |
| Decision criteria for product evaluation | No | More related to benefits sought or purchase process evaluation, not direct product behavior. |
| Product use situations | Yes | Based on the context or occasion of use. |
Revision Table: Key Segmentation Concepts
| Segmentation Type | Bases Included |
|---|---|
| Geographic Segmentation | Region, market size, population density, climate |
| Demographic Segmentation | Age, gender, income, education, family life cycle, occupation |
| Psychographic Segmentation | Lifestyle, personality traits, values, attitudes |
| Behavioral/Product Related Segmentation | Usage rate, loyalty status, benefits sought, occasion, readiness state, attitude toward product |
Additional Information: Understanding Segmentation Types
Market segmentation helps companies identify specific groups of customers who are likely to respond positively to their marketing messages. While product related segmentation focuses on consumer behavior towards the product, other segmentation bases like demographic, geographic, and psychographic segmentation provide different lenses through which to view the market.
Benefits sought segmentation, which is closely related to but distinct from traditional behavioral segmentation, focuses on the specific benefits consumers are looking for from a product or service (e.g., convenience, quality, low price). This often overlaps with the 'decision criteria' mentioned in the option, reinforcing why decision criteria isn't a separate base of *product related* behavior but rather part of seeking benefits or evaluating options.
Choosing the right segmentation bases depends on the product, the market, and the marketing objectives. Often, marketers use a combination of different bases for a comprehensive understanding of their target audience.
Important Questions from Non Contiguous
If a memory partition of size 80k is allocated to a process of size 60k then the 20k of the partition is wasted and cannot be allocated to any process. It is called _______.
If main memory access time is 400 μs, TLB access time is 50 μs, considering TLB hit as 90%, what will be the overall access time?
The purpose of a page table in a paging system is to:
Consider a single-level page table system. with the page table stored in the memory. If the hit rate to TLB is 80%, and it takes 15 nanoseconds to search the TLB. and 150 nanoseconds to access the main memory, then what is the effective memory access time, in nanoseconds ?
Dirty bit is used to show the
