The Marketing Book 5th Edition

Market segmentation 257

Table 10.3 Toothpaste consumer benefit segments

Sensory

segment

Sociable

segment

Worrier

segment

Independent

segment

Main benefit Flavour, appearance Bright teeth Decay prevention Price

Demographic

factors

Children/young

people

Teens, families Large families Men

Lifestyle factors Hedonistic Active Conservative Concerned with

value

Brands label Colgate, Stripe Ultra-Brite,

Macleans

Crest Cheapest own

brands on sale

Adapted from Haley (1968).

Table 10.4 Person–situation segmentation

Situations Young

children

Teenagers Adult women Adult men Situation benefits

Beach/boat

sunbathing

Combined insect

repellent

Summer

perfume

Windburn

protection

Product can

stand heat

Container floats

Home-poolside

sunbathing

Sunlamp bathing

Combined

moisturizer

Combined

moisturizer and

massage oil

Large pump

dispenser

Won’t stain

wood, etc.

Designed for

type of lamp

Artificial tanning

Snow skiing Winter

perfume

Protection from

rays

Anti-freeze

formula

Person benefits Special protection

Non-poisonous Female perfume Male

perfume

Fits in jeans

pocket

Used by

opinion leaders

Source: Dickson (1982).