The whole idea of market segmentation is to dividing the markets into distinct groups of buyers who have distinct needs, characteristic or behavior or who have might require separate products or marketing mix. In KFC, they have considered four variables for market: 1. Geographic segmentation 2. Demographic segmentation 3. Psychographic segmentation and 4. Behavioral segmentation. 1. Geographic Segmentation Dividing the market into different geographical units such as nations, states, regions, countries, cities or neighborhood.
Geographically, KFC is used in every part of the country as well as all over the world. They focused in all cities of Malaysia, and the destiny is urban area but the climate is not specific. 2. Demographic Segmentation Dividing the market into groups based on an age, gender, family size, income, education, occupation, religion, race and nationality. Demographically, KFC divides the market in certain ways. KFC is for both male and female gender, no age limitation, and the consumer income status is RM800 above. By profession everyone can use this product means businessman, student, workers, and other people.
It has no education limitation, everyone can easily enjoy with this product. For the family life cycle, KFC is also suitable in every stage of life like single married couple and also who those have children can use this product. 3. Psychographic Segmentation Dividing a market into different groups based on social class, lifestyle or personality characteristics. KFC divides market on the basis of psychographic variables as Social class, lower class middle class, and upper class can enjoy this product. The life style is not specific; every kinds of lifestyle also can enjoy this product.
The personalities are authoritarians, gregarious and ambitious can enjoy this product. 4. Behavioral Segmentation Dividing the market based on consumer knowledge, attitude, use or response to a product. KFC divides the market on the basis of behavioral variables as attitude when the customer once buy this product after that they can use the product continuously. The purchasing decision, often KFC change the purchasing decision of customers because of it good attributes. For the loyalty status the divide it into medium and strong.
