Question
Download Solution PDFWhat are the segmentation variables used to segment the market for toothpaste as a product ?
Answer (Detailed Solution Below)
Detailed Solution
Download Solution PDFThe correct answer is All of the above
Market segmentation is a marketing strategy in which a large heterogeneous market is divided into small homogenous markets based on some parameters like demographic, psychological, behavioural, and geographical.
- Demographic segmentation means dividing the market into groups based on different variables such as gender, age, family size, family lifecycle, occupation, education, income, etc. These are the most popular bases of segmenting customer groups and are used widely across nations.
- Psychological segmentation means dividing the market into groups based on different variables such as lifestyle, social class, personal characteristics, etc. People who belong to the same demographic group can have different psychographic characteristics.
- Behavioural segmentation means dividing the market into groups based on different variables such as consumer attitude, knowledge, use, or response to a product.
- Geographical segmentation means dividing the market into different geographical units such as nations, regions, states, cities, or neighbourhoods.
Market segmentation for toothpaste is done on the following bases:
| Segment | Demographic | Psychographic | Behavioural | Favoured Brand |
|---|---|---|---|---|
| Economy (low price) | Men | High autonomy, value-oriented | Heavy users | Brands on sale |
| Medicinal (decay prevention) | Big family | Hypochondriacal, conservative | Heavy users | Crest |
| Cosmetic (bright teeth) | Young adults, teenagers | High sociability, active | Smokers | Aqua fresh, Ultra Bright |
| Taste | Children | High self-involvement hedonistic | Spearmint lovers | Colgate, Aim |
Therefore, Demographic Segmentation Bases, Psychological Segmentation Bases, Behavioural Segmentation Bases are the segmentation variables used to segment the market for toothpaste as a product.
Last updated on Jun 6, 2025
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