Marketing Management Group Project: Chick-fil-A
Market Segments
BUSI 520 – Strategic Marketing Management
Trina Tindal Allen
Liberty University

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Market Segments
Kotler and Keller define market segments as “a group of customers who share a similar set of needs and wants. They also identify the major segmentation variables as geographic, demographic, psychographic and behavioral segmentation” (Kotler & Keller, 2012, p. 214)
There is a real need for market segmentation because different customers have different needs, and it is rarely possible to satisfy all customers by treating them alike. When you target a market, you are basically recognizing the fact that customers are different and have different needs. A respectable market segmentation will result in segment members that are as similar as possible within the segment, and as different as possible between segments.
Variables to Segment Target Markets Geographic Segments
Examples of geographic variables are regions, which include continent, country state and even neighborhoods; next there is size of metropolitan area segmented by population; then there is the density of the population, meaning is the target urban, suburban or rural; lastly, climate could be another segment. Demographic Segments
Some demographic segmentation variables include: age, gender, generation, family size, income, occupation, education, ethnicity, and religion to name a few. Jayson DeMers, a Forbes Magazine contributor states, “a strong understanding of your audience is one of the best ways to ensure success” (DeMers, 2013). He also states that, “demographic profiles are limited in their potential to uncover motivation and buying patterns, but you should always build you profiles on a solid demographic base” (DeMers, 2013). Psychographic “Psychographics studies how people self-select, based on the