Chiffres clés 2018

Application

1/ Build a segmentation tree

[pic 1]

2/ Spot what is the most interesting segment and what are the main characteristics.

The most interesting segment is the men who paint themselves with an academic level of instruction.

3/ Identify the nature of the criteria of segmentation used within the framework of this poll. 

As part of this poll, the nature of the criteria of segmentation are:  

• Socio – demographical:

• sex (men/women)
• age (18-30 / 31-45 / +45 years old)
• the level of instruction (academic/secondary/primary level)
• the professional situation (Practice odd jobs or not)

• Comportemental:

• Main use of the product (Practice of this leisure in their main home / holidays home)

4/ Look for other criteria of segmentation susceptible to be used to segment the tinkering market.

Other criteria of segmentation can be used to segment the tinkering market like:

• Geographical criteria as urban people or rural people;
• Socio-demographical as the buying power;
• Comportemental as purchase behavior:

• Payment by internet or in store
• Purchased quantity
• Purchase according to seasonality
• Buying a specific brand over another
• Purchase according to categories (painting, tools, storage ...)

• Psychographical as the personality:

• Practice: those who do small jobs themselves and those who use a craftsman;
• Influence: those who use prescribers (example: interior decorator) or those who use opinion leaders (example: specialized magazines);
• Motivation: those for whom gardening is a hobby or those who are driven by an aesthetic motivation (example: the beauty of the living environment)

...