CHAPTER 7 Sementation, Target, and Pesting 241 Country TABLE 7.1 Major Segmentation Variables for Consumer Markets Geographic Segmentation World region North America South America, Western Europe, Eastern Europe, the British Isles, the Middle East, the Pacific Rim, Asia, Southeast Asa, Arica. Australia Canada, the United States, Brazil. England, China, and so on Region of the country The Maritimes, the Prairie provinces, Southam Ontario, Victoria and the Gutslands, Quebec Population size Under 5000 5000-250000, 250 000-500 000: 500 000-1000000;over 1 000 000, and so on Type of region Urbon, suburtan, cura, mountainous, tar norm, ocean/beaches, and so on Demographic Segmentation Aga Under 6. 6-12, 13-19, 20-34, 35-49, 50-64, 65+; or Chidren, teens, young adults. miodis-aged, seniors Gender Male, female Family size 2, 3, 4, 5, more than 5 Life cycle Young couple, young couple with children, single parent tomly, oder couple with gown children, divorced, and so on Household income (HH) Under $20 000 $20 000-550 000, $50 000-$100 000. Over $100 000, and so on Occupation Polessional union worker, academic, small business owner, take, twrning fishing, student retired, homemaker, unemployed Education High school, colege or trade school, university undergraduate.post-graduate Ethnic or cultural group African, Canadian American, Chinese, Japanese, Korean, Carbbean/Vest Indies, East Indian Filipino. Grook, Itaian, German Portuguese, Muslim, Jewish, Inuit, Motis, North American Indian Generation Baby boomer, Generaton X, Millennial Psychographic Segmentation Social class Lower Towers, upper Towers, working class, micidio dass, upper middlet lower uppers, upper uppers Lifestyle Athletic/outdoors type, active suburban tarily, student, singlo urban professional, and so on Personally Highly organized and detail oriented outgoing and adventurous: creative or anissc: quiet and sol- tary, ambicious, and so on Behavioural Segmentation Occasions Regular occasion, special occasion, holiday seasonal Benefits Qulity service, economy, convenience, spood User status Non user, ex-User potential or first time user, regular user User rates Light user, medium user, heavy user Loyalty status None, medium, strong, absolute Readiness stogo Unawaro, swwe. Informed, interested, deskous, intending to buy Attude toward product Enthusiastic, poste, indifferent. negative, hostle Success came after the company discovered that the reason their beer wasn't selling wasn't the taste, it was that Yukoners were used to drinking beer from a cami and Yukon Brewing was available only in bottle Soin 200 they changed their packaging to cars, and the product took off. Today, Yukon Brewing sells more draft in the territory than gants Molson-Coon and Labatt combined, and in stores, Yukon Brewing enjoys a market share inst macrobreweries only dream of, with colourfully named bow Chilkoot Lager, Dead man Creek Cranberry Wheat, Fog India Pale Ale Midnight Sun Espresso Scout, and Lead Dog Olde Endith Ale, and Bonanza Brown Ale Yukon beer can be found across the ter tory as well as in the Northwest Territories, Alberta, Saskatchewan, and British Columbia 1.) (30 marks) The market for clothing made from recycled textiles can be segmented various ways. It is your job to think of three (3) different ways brands of clothing made from recycled textiles can be segmented. Note It is more important to think about segmentation variables that actually would affect a person's buying decision, rather than just segmenting randomly as you will be applying your analysis further in this assignment and also in your next assignment. Use table 7.1, p.241 in our textbook as a guide to major segmentation variables. In the title of each section below, fill in the blanks first with the Major Segmentation Variable used, ex. Geographic Segmentation, and then, second, the Minor Segmentation Varlable used, ex Area Segmentation Variable. Use tree diagrams to llustrate your answer. a.) Segmentation based on Segmentation Variable Stella McCartney is one example of a fashion house that produces clothing from recycled textiles. Check out their website plus Instagram site, etc. There you can learn more about the brand plus about the fashion designer behind it, Stella McCartney 1 NAME(S): b.) Segmentation based on Segmentation Variable NAME(S): c.) In this section use two major segmentation variables. The first variable is using Segmentation based on Segmentation Variable. The second variable is using Segmentation based on Segmentation Variable. NAME(S): 2.) (10 marks) After completing the previous question, you now have knowledge of the various segments in the market for clothing made from recycled textiles. In this question, you are going to work on establishing your own brand in this market. Using what you have learned from segmenting the market, you need to decide on your target market. Describe in one or two paragraphs your market targeting, using terminology from Chapter Seven. In particular, you should provide reasons why you have chosen this level of targeting and the segment(s) behind it