Question

8. Compare and contrast two (2) different approaches to segmentation (e.g., A-Priori Segmentation; Post-Hoc Segmentation. You should include both theory and examples in the answer.

Answer 1

In terms of Marketing communications efforts, there area unit 2 primary ways that of segmenting your target audience:

A priori and post hoc segmentation

A priori segmentation classifies folks into teams supported variables that area unit thought of most relevant eg. for school and university alumni, such variables embody age, gender, class year, tutorial major, ability to offer, etc. It provides broad behavioural insights a couple of population, however it seldom explains why folks create specific choices or have interaction in specific behaviours.

Post hoc segmentation is usually supported primary analysis relating to people’s activities, interests, and beliefs. Segments emerge from this approach due to similarities in participants’ responses across multiple variables instead of “A priori” intuition for specific, pre-determined variables. as a result of the post hoc technique is predicated on underlying motivations, it provides a really made description for explaining the behaviours and developing a lot of powerful promoting programs.