Question

Suggest the Geographic, Demographic and behavioural segmentation for the book “Happy Happy” (10

Answer 1

Answer:

How is this a business related question

Answer 2

Marketing Segmentation is the process of "dividing a target market" into smaller, more defined categories. It segments customers & audiences into groups which share similar characteristics like interests, demographics, needs, or location

Explanation:

The question is Mr. Amish has written a book for helping people of all walks of life "Happy Happy." The book focuses on a core idea of happiness at all stages of life. The publisher has no own distribution network. Mr Amish gives a lecture on "Happiness" at many management schools. He is popular with students and businesses. He also speaks for a number of management conclaves and seminars in his role as a key speaker. There is no presence for Mr. Amish online or social media. No blogs or articles are written by him. A good author, Mr. Amish doesn't have a clue about book "marketing & distribution".

1. Demographic Segmentation: the simplest type of market segmentation. It categorizes customers based on geographic borders.

One of the most prominent and widey used segments of the market. It refers to statistical data concerning a group of individuals.

Based on this The Book "Happy Happpy"demographic segmentation is

Age - Age group includes children and considering the book is about happiness the reader should have the minimal understanding/need for the book. So the age group can be any where around 12- 70 years

• Gender - Both men and women of the above age group
• Income- Middle to higher income
• Location - global audience
• Education - minimum understanding of the book, so from schooling to well-qualified people
• Ethnicity - across different ethnics

2. Geographic Segmentation: The simplest type of market segmentation. It categorizes customers based on geographic borders.

Being a book that talks about happiness and caters to people from all wakes of life the distribution of the books can be globally across different countries. Since Amish does not have distribution network, the distribution to global audience can be in the form of social media, or available electronically. Amish can look at opening social media account and promote his book through different social media platforms to target global clients and look at e-book sale for his book "happy happy". while doing so he must also look at translating his book in different languages to suit those nations where English is not the official language

3. Behavioural Segmentation: The segmentation of conduct requires you to know about the actions of your customers. These actions may involve the interaction of a customer with your brand or other activities outside your brand.

These include dividing the target customers based on purchasing behaviour (avid book lovers especially books of the genre wriiten by Amish)  wherein customers invest often in books; next segment based on benefits they are looking for, that is, happiness & satisfaction and following those all things which Amish mentions in his book lead to happiness; based on regular customers who have read Amish other books written by him (built on how often users bought your Amish book in the past); and last, based on customer satisfaction (based on customer feedback. )  & customer loyalty

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