Car Market Segmentation

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Car Market Segmentation The market for cars is just like an orange. It is divided into different segments. There are hundreds of different cars to suit everyone’s needs. They are designed to match various people’s needs and tastes. For example it is unlikely that you will see a family of six people in the latest sports car. People in this situation are more likely to a people carrier that has more room and seats. The market for the car industry today is segmented like this: Then ‘income’ is also split in to section: Essay To answer the question ‘How does a car company segment the market?’ I chose to look at two large car manufactures, Renault and Honda and sent out a letter to the companies. I then received information and adverts from the companies. To follow this up I then analyzed two Renault adverts and one Honda advert to see how the car was segmented.

Renault: Advert 1 Laguna I think that the car advertised will be for either male or female as the have used cool blues and whites which look very classy and elegant. The surroundings around the car are all blurred, which shows speed which appeals to males as that tend to enjoy adrenalin rushed trough cars. However the plain, non – detailed backgrounds appeal to females as it show that the car is a way of escape.

The car might be aimed for customers over the age on 25 or in a professional job. This is because the car is large and is much like cars driven by business men. I don’t think that this would be for anyone who has just passed their driving test as it is a large car and people who have recently passed tend to buy smaller car to start off with, as the price for insurance and petrol are lower and suit their income status more. The car might be aimed for single or married customers. However it could also be aimed at customers with a family as there is room to fit five in to car.

The customers using the car would be traveling outside of large cities and congested areas as the car is quite large and would be hard to park in busy areas. The customers buying this car would have to have a semi high income. Not only to buy the car but to maintain the running of the car. However some people with a medium income may be able to afford it trough their jobs or savings. I then compared what the advert told me to what others who was interested in the car were like. Two were female and three were male which show that the car can be for either male or female. All but one was over 25 which show that the car is for people who have some driving experience. A majority of the people I asked was single or had a partner but no children. They also lived away from the city center and had quite a high income.

Advert 2 Escape I think that the car advertised will be for either male or female as the have used cool colours and whites which look very classy and elegant. The surroundings around the car are white, which shows that it can be for anyone and that you as the customer make your surroundings. However the plain, non – detailed backgrounds appeal to females as it show that the car is a way of escape.

The car might be aimed for customers over the age on 25 who are married. This is because the car is a people carrier and has loads of space for family baggage. The car might be aimed for single or married customers with a family as there is room to fit seven in to car. Also in the advert there is a family surrounding it which will appeal more to parents. The customers using the car would be traveling outside of large cities and congested areas as the car is quite large and would be hard to park in busy areas. The customers buying this car will have a medium income as the car is quite large and need money to maintain the running of the car.

I then compared what the advert told me to what others who was interested in the car were like. There was a mixture of males and females interested in buying this model. A number of them were over the age of 25 and had a family or were involved in a lot of traveling in the job, which meant they needed space. Most of them lived and traveled away from the city center and a medium income which covered the cost of the car and maintenance.

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