Airasia targets to become low-cost air travel provider which everyone can afford (lim, et al, 2009) air asia targets to: demographic segmentation. Demographics is the study of a population based on factors such as age, race, sex, education, income and employment each market segment can be analyzed for its consumer spending patterns . A few weeks ago, we discussed the importance of customer segmentation (along with the four main bases of segmentation: demographics, geographic information, psychographics, and behavioral data) and how it can be used to drive profits for any company, regardless of its size. Segmentation and target market paper student’s name: institution: segmentation and target market paper this paper explores the segmentation, target market and product positioning of a company the company of choice is bmw and its medium-size car bmw 3 series offered to a broad consumer market . Understanding marketing mix in air asia airline bhd first major customer are market segment is poised for rapid growth airasia stands to encounter a lot more .
Demographic segmentation breaks down the market into different categories this allows you to create selling points for various market segments, making your marketing more powerful segment by family. A demographic, therefore, is one descriptor that helps to define your target market target marketing mass-marketing tactics are no longer viable options for most business operators. This segmentation process works on a premise that consumer buying behaviour can be influenced by his personality and lifestyle personality is the combination of characteristics that form an individual’s distinctive character and includes habits, traits, attitude, temperament, etc lifestyle is how a person lives his life. Concerning their subsidiary airasia x, the target market is not the same as they try to attract people from australia, europe and middle-east who want to visit the asian region 222 demographic segmentation concerning demographic characteristics, airasia is not targeting a specific demographic group.
Global = make at least 2 segmentation, country basis and consumer segmentation demographic segmentation like airlines, segmentation, low and high like . Airasia can use the behavioural test to measures the responses and perception of consumer on the marketing communication after “zero fare” campaign was launched moreover, airasia can also use the sales test which is the measures on the sales and then will get result on the marketing communication effectiveness. The demographic describes a target market in terms of its socioeconomic characteristics it sheds little insight into how the target market behaves, how it thinks, its interests, its passions, its lifestyle and its values. Psychographic segmentation is far less concrete than both geographic and demographic customer segmentation, as the characteristics used to segment are less “tangible” than the latter two psychographic segmentation divides the market on principles such as lifestyle, values, social class, and personality.
How your business benefits from demographic market segmentation what is demographic segmentation using demographic segmentation also leads to customer retention and loyalty if you spend . Psychographic segmentation is segmenting a market based on personality, motives and lifestyles when the amusement park team identifies their target market's psychographic traits, they will look . In this market segmentation example for airlines, five distinct market segments are identified each having quite distinct needs and different evaluation and purchase approaches. Understanding marketing mix in air asia airline bhd author: onwutalobi, anthony-claret airasia was initially a local company but it has become international with . Air asia marketing analysis 1 customer-people airasia trains officers to solve the problems for the customers immediately when being asked for help strategy.
For decades, financial marketers relied on customer segmentation models built around basic demographic data but simplistic demographics such as age, income, and education are poor predictors of actual consumer behavior. Psychographic segmentation is quite similar to behavioral segmentation but psychographic segmentation also takes the psychological aspects of consumer buying behavior into accounts these psychological aspects may be consumers lifestyle, his social standing as well as his aio. Airasia have segmentation such as demographics, social-culture, user-related and benefits-sought segmentation to segment their market under demographic, income may be the variables of segmenting market for airasia (schiffman, et al, 2008). Conducting a segmentation demographic segmentation: one way to segment markets is by consumer and industrial markets. Age – this is a common customer demographic that managers use to segment markets a company selling dietary supplements may specialize in one or more health categories a company selling dietary supplements may specialize in one or more health categories.
Demographic segmentation is one of the most commonly used forms of segmentation amongst the 4 types of segmentation the variables used for demographic segmentation help divide a large population into specific customer groups. 25 50 segmentation, targeting and positioning analysis 51 market segmentation airasia may use segment bases such as demographics, socio-cultural, user-related, user-situation and benefits-sought segmentation to segment their market, as indicated in table 1. With all database that collect from online booking and sales office, airasia able to track their customer and segment them by demographic segmentation with these databases airasia able to retain consumer by sending e-gift voucher for them. Demographic segmentation is the market segmentation strategy in which the total market is divided on the basis of customer demographics demographic segmentation slices the market on demographic variables like age of the customer, gender, income, family life cycle, educational qualification, socio-economic status, religion etc.
Airasia x, malaysia airlines this is not the first time an airline has adopted a ban on children in a part of its cabin in february 2013, rival long-haul low-cost carrier airasia x introduced a ‘quiet zone’ on its a330 aircraft, where economy passengers can travel without being disturbed by kids or chatting passengers. Before discussing psychographic or lifestyle segmentation (which is what most of us mean when using the term “segmentation”), let’s review other types of market segmentation our focus is on consumer markets rather than business markets, but most of the following concepts also apply to b2b. First, airasia is based on the same business model than easyjet in being positioned on the segment of low fares they offer the same core product (flight) and a range of similar services (on-flight services, hotel booking, car rental, etc).