Market Segmentation for Carrefour Malaysia

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Market Segmentation
Geographic Segmentation
Geographic Segmentation is collecting and analyzing information according to the physical location of the customers or other data source. Carrefour marketers use geographic segmentation because they know where to sell their product to increase advertising and sales effect. For example, there are different numbers of population among each state in Malaysia then Selangor state consist of most highest population with 51026000 peoples. Therefore, Carrefour should put more attention in Selangor state as the geographic in Selangor is stronger compare than other state. Carrefour outlet at Selangor state are Subang Jaya(HQ), Wangsa Maju, Sri petaling, etc. (Refer to appendix)

Demographics Segmentation
Demographic segmentation is basically market segmentation executed by taking various demographic factors, such as age, gender, income, social class etc. Carrefour has targeted their demographic segment on age groups to enhance the performance of the organization. According to the population (‘000’) by age group report, age group from 15 to 64 years old had the highest number of people. Next, age group from 0-14 years old consist of 7690.5 while age group above 65 years old consist of 1329.8 people. In short, Carrefour Company should focus more on age group from 15 to 64 years old by identify their needs and wants. (Refer to appendix)

In this age group from 0-14 years old, they are more demanding in toys, nappies, baby foods and prams. This age of group is defined as kids and baby who dint has the purchasing power to buy things but their parents is the one buy things for them. Next, age group from 15-64 years old has a broader and variety needs such as fashion item, cosmetic, apparels, car, and anti-ageing products. This group of people has higher demand for their needs compare to age group above 65. This is because age group above 65 has less demand and less passion to accept new things. They are tending to buy...
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