ively targeted.
2. Psychographic characteristics. These characteristics permit market segmentation on the basis of either life style or personality. Psychographics are extensively used in the segmentation process for beer and wine products. This use is discussed in greater detail at a later point in this section.
3. Behavioristic characteristics. These characteristics permit market segmentation on the bases of the following:
a. Buyer purchase occasions. Segmentation in this instance is made on the basis of the occasion for purchase. This basis for market segmentation is applicable to the beer and wine markets.
b. Benefits sought by buyers through purchase. This segmentation approach is used with respect to the beer and wine market.
c. The user status of buyers, non users, ex users, potential users, first time users, and regular users of a specific product. Beer marketers in particular deny that they seek to target either first time user or potential users. The claim is that they seek only to increase market share with the established population of users. Beer marketers are sensitive to the charge that they encourage young people to consume alcohol. As young males are the primary consumers of beer, however, it would be unrealistic to assume that beer marketers do not target this population segment.
d. Product usage rate for different user groups. Product usage rate is an appropriate approach for segmentation of the beer and wine markets. In the case of beer, this factor is combined with demographic factors.
e. Loyalty status of buyers of a specific product or brand. Some beer marketers, Coors, as an example, have effectively used brand loyalty as a basis for market segmentation.
f. Stages of readiness of buyers to purchase a specific product. As a basis of segmentation, stages of readiness is not particularly appropriate for the beer market, although it could be useful in the...