Business Studies – 3.1.4 Market segmentation | e-Consult
3.1.4 Market segmentation (1 questions)
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The clothing retailer could segment its market based on age by dividing customers into distinct groups such as:
- Children (0-14 years): Focus on durable, affordable clothing with popular characters.
- Teenagers (15-19 years): Trendy, fashionable clothing reflecting current styles and brands.
- Young Adults (20-35 years): Clothing suitable for work and leisure, with a focus on quality and style.
- Middle-Aged Adults (36-55 years): Comfortable and practical clothing, often prioritizing value for money.
- Older Adults (56+ years): Easy-to-wear clothing, focusing on comfort and practicality.
Advantages of using age segmentation:
- Clear buying patterns: Different age groups have distinct preferences and spending habits.
- Targeted marketing: Marketing messages and product offerings can be tailored to resonate with each age group.
- Product development: Understanding age-specific needs can inform product design and development.
Disadvantages of using age segmentation:
- Oversimplification: Age groups can be broad, and individuals within a group may have diverse preferences.
- Stereotyping: Relying solely on age can lead to inaccurate assumptions about customer behavior.
- Changing trends: Fashion trends change rapidly, so age-based segmentation needs to be regularly reviewed.