Knowing your Customers - Using Market Segments
Cut out the following images and groups of people. Then try to match up the images according to which market segment you think the business might be trying to attract. Discuss why you have matched the groups with the images you have chosen. What differences are there between your ideas and others in your group? Is it possible for you all to be correct? What does this tell you about why businesses need to know about their customers?
Tropical dive. © iStock.com
Toddler tantrum.© iStock.com
Friends in cafe bar. © iStock.com
Woman ponders in cafe. © iStock.com
Woman checks diary. © Photolibrary Group
Disneyland. © Stock.Xchng
The Groups
18-35 single males, social class groups A and B. Like to be seen to be trendy and keen to show off wealth
Families, all regions, social class groups C1, C2, D
30-50 year old married couples, social class groups A, B and C1, stable incomes
16-25 single males and females, outgoing, enjoy socialising, possibly students
18-45 year old males and females, employed, working in towns and cities, busy lifestyle
9-25 year olds, probably limited personal incomes, subject to peer pressure and in turn putting pressure on parents