Q2. Pick three consumer products and discuss how the market for those products are segmented using three of the consumer market segmentation variables set out in chapter four of the core textbook.

The following learning outcomes for the module are applicable to this assignment:
• Identify influences on consumer behaviour
• Analyse the marketing mix

Your response should be 1500-2000 words.
Pick three consumer products and discuss how the market for those products are segmented using three of the
consumer market segmentation variables set out in chapter four of the core textbook.
Discuss why you think the products you choose use the segmentation variables they do. Also, discuss how the use of
segmentation can help the business marketing the products you choose to be more successful?
So for example, you might suggest that Nike sport ware uses psychographic (lifestyle) segments, why do they do that
and what benefits does it give Nike to do so.
Also, you might think a main line supermarket chooses to use demographic segmentation based on household
income. Again, why might they use that segmentation criteria and what benefits does it offer.
Finally, you might think a local bar and restaurant segments their market using geographic segmentation variables.
Again, why and for what benefit.

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