Segmentation
Marketing Segmentation Theory based on selling Oxygen bars
1) Demographic
Consumer age, gender, income, occupation are considered to be the main factors for demographic segmentation. Other factors like race, religion, nationality is not emphasized here because product usage will be less affected by those factors.
Currently, similar-functioned products available in the market have a wide consumer age base, ranging from 20+ to 50+. I believe that this age difference does reflect the difference in consumer needs – it can be needed for the refreshing effect (e.g. oxygen bars used in parties mainly for 20+), or to relief stress and improve alertness for 30-40+ people who stuck in the office, or as a health care device for 50+ people, especially those with certain medical conditions.
As for gender, since males and females do show a difference in their awareness of general wellbeing, women might be the bigger group with purchasing potential for this kind of product.
Income and occupation would not only reflect people’s affordability, but in this case would also reflect the difference in their needs and wants. For example, people with a long-hour job who work on repetitive tasks might be of greater demand for this ‘refreshing’ product, compared to those who work from home on flexible hours.
2) Geographic
Since the product can provide ‘purified’ oxygen year round, geographic segmentation here would be more toward climate and air condition of different locations. For example, areas that have a poor weather condition or a serious pollution problem can have a greater demand for this product.
3) Psychographic
Since the Personal Oxygen Bar has no proven medical effect, but is rather a wellness improving product, I believe that consumers who value the concept of being 'pure, fresh, and healthy' can be segmented psychographic for it. Those consumers would have greater focus on their well being and would like to enjoy a healthier lifestyle, for example taking yoga
1) Demographic
Consumer age, gender, income, occupation are considered to be the main factors for demographic segmentation. Other factors like race, religion, nationality is not emphasized here because product usage will be less affected by those factors.
Currently, similar-functioned products available in the market have a wide consumer age base, ranging from 20+ to 50+. I believe that this age difference does reflect the difference in consumer needs – it can be needed for the refreshing effect (e.g. oxygen bars used in parties mainly for 20+), or to relief stress and improve alertness for 30-40+ people who stuck in the office, or as a health care device for 50+ people, especially those with certain medical conditions.
As for gender, since males and females do show a difference in their awareness of general wellbeing, women might be the bigger group with purchasing potential for this kind of product.
Income and occupation would not only reflect people’s affordability, but in this case would also reflect the difference in their needs and wants. For example, people with a long-hour job who work on repetitive tasks might be of greater demand for this ‘refreshing’ product, compared to those who work from home on flexible hours.
2) Geographic
Since the product can provide ‘purified’ oxygen year round, geographic segmentation here would be more toward climate and air condition of different locations. For example, areas that have a poor weather condition or a serious pollution problem can have a greater demand for this product.
3) Psychographic
Since the Personal Oxygen Bar has no proven medical effect, but is rather a wellness improving product, I believe that consumers who value the concept of being 'pure, fresh, and healthy' can be segmented psychographic for it. Those consumers would have greater focus on their well being and would like to enjoy a healthier lifestyle, for example taking yoga