. 1. The important factors in segmenting international markets: 1. Demographics:
According to Bruwer and Li (2007, p 21) cited that in demographic segmentation, the market is divided into many variables; they are “age, gender, education, occupation, income, family size, generation, nationality and religion”. The reason why these demographic variables are so popular with the marketers is they are relevant to the customer’ needs and wants. Another reason is that they are easy to measure or estimate the size of market. It means demographic variables help the marketers narrow the general market into the specific groups and easy to identify the specific customer’ needs and wants base upon these variables.
For example, Pepsi targets not only one object but also many types of objects such as children, teens, adults and senior with the different blend of ads and choice of media. In more details, the ads for teens are often dance – beat music, adventure and fast – paced cutting from scene to scene. In contrast, some ads for seniors are softer and more sentimental, exploring values of family connection and closing the generation gap by enjoying a common soft – drink – Pepsi. Furthermore, gender is one of the critical factors which attracts the marketers have to pay more attention on that because men and women have different attitudes and behave differently, based partly on genetic makeup and partly on socialization( ). In more details, gender differentiation has long been applied in clothing, hairstyling, cosmetics and magazines. For example, Victoria’s Secret targets to women while Armani aims to men. Based on the research of ( ) confirmed that this research examine how men and women shop found that men often need to be invited to touch the product while women are likely to pick it up without prompting. Therefore, the marketers have to identify what