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Market Segmentation - PURE

Market Segmentation - A framework for determining the right target customers BA-thesis May 2010. By Nynne Larsen Supervisor: Mariette Ulb k Aarhus School of Business Table of contents 1. Summary .. 1. 2. Introduction .. 3. Delimitation .. 4. Method .. 4. 3. Defining a target audience .. 5. Market Segmentation .. 6. Demographic Segmentation .. 7. Age and life-cycle 7. Gender Segmentation .. 8. Income Segmentation .. 8. Generation Segmentation .. 8. Social Class Segmentation .. 8. Geographic Segmentation .. 9. Psychographic 10. Behavioural Segmentation .. 10. 4. Targeting .. 14. 5. Positioning .. 16. 6. Choice of target group .. 17. The Minerva model .. 18. The blue 18. The green segment .. 19. The rose 19. The violet 19. The landline telephone and the mobile telephone.

Market Segmentation - A framework for determining the right target customers BA-thesis May 2010 By Nynne Larsen Supervisor: Mariette Ulbæk Aarhus School of Business

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