3.1 Market Segmentation
Market segmentation refers to the process of dividing a market into a smaller group of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes. The marketers of Haagen-Dazs in Malaysia have tried different market segmentation variables to find out the best method to market structure. The characteristics that used are geographic and demographic. 3.1.1 Geographic Segmentation
Geographic segmentation divides the market into different geographic units, such as nations, regions, states, countries, cities, or neighborhoods. In Malaysia, it has 13 states and Haagen-Dazs Malaysia has chosen the top three ranking of population states or cities to operate their business which are Penang, Selangor, Melaka and Perak. They are located in high traffic area where customers can be reached through advertisements such as newspaper ads. 3.1.2 Demographic Segmentation
Demographic segmentation divides the market into groups based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality. Haagen-Dazs Malaysia focuses in the age and life-cycle group that are from 6-12 years, 13- 18 years and 19-40 years, from children to teenager and to adult. Besides that, Haagen-Dazs also focus on income bracket of consumers. Haagen-Dazs always provide high-quality ice cream with reasonable price to consumer. For the consumers with higher disposable income, they will buy more compare to lower disposable income’s consumers because of the purchasing power is high. In addition, gender is considers as one of the important factors when marketers of Haagen-Dazs Malaysia target their customers. Female consumers are the main group of customer for them to promote their products because female more prefer to eat dessert. Marketers also target their customers through occupation. Office ladies and students are two main occupations that company...
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