Market Segmentation for Proskill

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Market Segmentation

Exhibit 1 Market segmentation for Proskill

|Type of factor |Consumer Markets |Industrial Markets | |Characteristics of people |Age: 16 to 55 |Industry: Construction, Labourers & | | |Sex: Male |Tradespersons | | |Race: Caucasian |Size: 906, 687 people | | |Income : $52,000 to $54,000 |(approximately 14.8% of population) | | |Family: Singles, Married without children | | |Purchase/use situation |Size of purchase: varies |Importance of purchase: high | | |Brand loyalty: med to high |Volume: high | | |Purpose of use: work-related |Frequency of purchase: medium | | |Importance of purchase: highly important |Purchasing procedure: business to business | | |Choice criteria: comfort, safety, style |Choice criteria: price, quality, | | | |functionality | | | |Distribution channel: work sites, petrol | | | |stations...
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