MKTG 381: Group Assignment #1: Using Secondary Data

Identify Top 3 Consumer/User Groups

• Briefly describe each of the prime user groups (market segments) in the industry you selected.
  • Write out each description in a narrative form.
  • One paragraph per group should suffice.
  • You do not need to include the demographic information from Q#5 here - this will be a general description.
• In order to choose a Target Market (done later in Q#5), you will use the information generated here and in Q#3 rate the attractiveness of each of the market segments on the following dimensions:
  • Size of market segment
  • Future growth rate of market segment
  • Income of market segment
  • Depth of Consumer Pain (consumer need = market demand)
  • Note: Your rating does not need to be "exact" because this is a judgement call. Use data to support your judgement, but realize it is still a judgement and judgements may vary.

Use the resources below to develop the market segment descriptions.

Segmentation Tools

Claritas and ESRI provide segmentation tools that provide generalized segments describing market types. Claritas allows you limit segments by demographic type and search by zip code. ESRI provided demographic maps that can be searched by zip code.