There are different attributes and factors which are under the influence of target market for the services which the subway offers to its market. Here many variables influence the market segmentation for “sub of the day”. Coming to the segmentation strategy it is essential to know what the customer is considering from the services provided by the subway. The segmentation strategies can be described more effectively in many different variables which results in the marketing segmentation, there are
different forms of segmentations available like the democratic, geographic, behavioral and psychographic segmentation. (Gillian Mc Ghee, 2008) The psychographic segmentation is something depending on the interest, activities, attitudes and hobbies of the customers towards the products and the dignity of loyalty maintained. What the people look around is the cheaper cost food item which suits the pockets of the many college going adults as the concept is something related to the value for money. This segmentation strategy is considered under a light, medium and heavy group and is based on different types of social classes. The behavioral segmentation is based on the various responses generated through the utilization of the product. This segmentation is purely related to attitudes. It also relate to what a customer is getting benefited from, there are different variables which do occurs at different situations like the demand for the turkeys are more at the time of Christmas timing and different items at different situations. The approach is basically described in two ways one is the benefit part and the other is usage. The demographic segmentation is something related to the age group, gender, lifecycle and income. And according to subway it majorly acts on the principle of concentrating on the age group in between 18 to 39years mostly the people are either studying or working. We can observe the change in the products which are consumed by different age groups. So it...
Please join StudyMode to read the full document