2.0 Market Segmentation Market segmentation is a method of separating the large population and divide them into minor segments with the similar needs, wants and demands for each segment of the customer (Agarwal, 2015). The goal is to plan out a marketing mix that exactly matches the expectations of the target market (businessdictionary.com, 2015). Before a company start up a business, they need to know that which segment of customer prefers which sort of product and which segment of customer will become the target customer base (businessdictionary.com, 2015). There are four types of market segmentation which are demographic segmentation, psychographic segmentation, behavioural segmentation, and geographical segmentation (businessdictionary.com,
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Income level can be used to determine customer’s purchasing power. Customers always purchase products and services based on their income level. GSC is distributing their products to match their customer by having different class of cinema halls or seats, for instance, standard seat which the price range from RM8.00-RM15.00 that can afford by lower income customer and Gold Class or Premiere Class Hall with the price range from RM19.00-RM84.50 that can enjoy by higher income customer (Golden Screen Cinema, 2017). Therefore, GSC is suitable for everyone no matter low or high income level. Besides, they even targeted students as their customer by promoting a cheaper price ticket during every Wednesday. For example, GSC Melawati Mall are selling their movie tickets for 2D movies at the price of RM9.00 all-day-long instead of charging normal …show more content…
It is used to breakdown customer lifestyle, interests and their activities to identify the segment. Every customer have their own lifestyle which are different from others. Therefore, different lifestyle such as culture and background will affect their purchasing habits. For example, GSC are targeting more on Generation Y and Z because the youth nowadays are more willing to spend their money on entertainment.
The next element which can affect the customer’s psychographic is social class. We all know that different customer belong to different social classes which are mostly depending on their spending power. Customers purchasing power are influenced by background, income level and their spending patterns. GSC are having hall or seats that separated into different features, for example in GSC Melawati Mall, the standard 2D movie, price are range from RM8-RM15, while GSC Signature are specifically providing Gold Class and Premiere Class which it can provides a 5-star experience with three F&B outlet which are Café Caro, Restaurant Paradiso and Dessert bar. Therefore, some higher social class customers will maintain to purchase the highest quality product and services to keep their social
Income level can be used to determine customer’s purchasing power. Customers always purchase products and services based on their income level. GSC is distributing their products to match their customer by having different class of cinema halls or seats, for instance, standard seat which the price range from RM8.00-RM15.00 that can afford by lower income customer and Gold Class or Premiere Class Hall with the price range from RM19.00-RM84.50 that can enjoy by higher income customer (Golden Screen Cinema, 2017). Therefore, GSC is suitable for everyone no matter low or high income level. Besides, they even targeted students as their customer by promoting a cheaper price ticket during every Wednesday. For example, GSC Melawati Mall are selling their movie tickets for 2D movies at the price of RM9.00 all-day-long instead of charging normal …show more content…
It is used to breakdown customer lifestyle, interests and their activities to identify the segment. Every customer have their own lifestyle which are different from others. Therefore, different lifestyle such as culture and background will affect their purchasing habits. For example, GSC are targeting more on Generation Y and Z because the youth nowadays are more willing to spend their money on entertainment.
The next element which can affect the customer’s psychographic is social class. We all know that different customer belong to different social classes which are mostly depending on their spending power. Customers purchasing power are influenced by background, income level and their spending patterns. GSC are having hall or seats that separated into different features, for example in GSC Melawati Mall, the standard 2D movie, price are range from RM8-RM15, while GSC Signature are specifically providing Gold Class and Premiere Class which it can provides a 5-star experience with three F&B outlet which are Café Caro, Restaurant Paradiso and Dessert bar. Therefore, some higher social class customers will maintain to purchase the highest quality product and services to keep their social