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20 marksPrinciples of Market Segmentation and Consumer Behaviour

CAPE Management of Business Unit 2 · 2006 · Paper 2 · Question 3(c)

Carib Flavors is developing the marketing strategy for Orbit, a non-alcoholic, glucose-based energy drink with ginseng, and seeks to segment the market demographically and psychographically.

Select, explain and justify how TWO demographic and TWO psychographic variables may be used to segment the market for this new drink.

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Other parts of this question

  1. 3(a)Define the term "segmentation".[2 marks]
  2. 3(b)State THREE benefits of segmentation.[3 marks]

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