MARKET SEGMENTATION OF PEPSI IN BANGLADESH
pepsi market segmentation
SEGMENTATION TYPES/ BASES
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ILLUSTRATIVE CATEGORY
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GEOGRAPHIC
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Region
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All over Bangladesh
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Population density
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Mainly Urban as well as rural (at some extent)
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Climate
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Mainly in hot days(summer)
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DEMOGRAPHIC
| |
Age
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2-65
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Gender
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Male, Female both
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Occupation
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Mainly students & youngsters
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Education
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Universities, colleges and schools
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PSYCHOGRAPHIC
| |
Social class
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Higher and lower middle class, working
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Life style
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Strivers and stragglers
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Personality
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Ambitious, adventurous, active
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BEHAVIORAL
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Occasions
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Regular and special both occasions
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Benefits
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Good quality and service
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User status
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Regular user
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Usage rate
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Medium and heavy user
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Loyalty status
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Strong and medium
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Readiness stage
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Interested, desired and intending to buy
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Attitude towards product
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Positive and enthusiastic
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