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Type of Segmentation Segmentation Criteria IKEA Target Customer Segment

IKEA's target customer segments in Egypt include males and females aged 22 and older who are students, employees, professionals, newly married couples without children, families with children under 18 both working and living at home, and solitary survivors who are retired or still working. The segments are located in urban areas of Egypt, represent upper-middle and upper social classes, and have lifestyles of being resigned, struggling, or mainstream.

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Ahmed Hadad
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366 views2 pages

Type of Segmentation Segmentation Criteria IKEA Target Customer Segment

IKEA's target customer segments in Egypt include males and females aged 22 and older who are students, employees, professionals, newly married couples without children, families with children under 18 both working and living at home, and solitary survivors who are retired or still working. The segments are located in urban areas of Egypt, represent upper-middle and upper social classes, and have lifestyles of being resigned, struggling, or mainstream.

Uploaded by

Ahmed Hadad
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Type of segmentation Segmentation criteria IKEA target customer

segment
Age 22 and older
Gender Males & Females
Occupation Students, employees,
professionals
Family Life cycle Bachelor Stage young, single
Demographic people not living at home

Newly Married Couples young,


no children
Full Nest I youngest child under
six
Full Nest II youngest child six or
over
Full Nest III older married
couples with dependent
children
Empty Nest I older married
couples, no children living with
them
Empty Nest II older married
couples, retired, no children
living at home
Solitary Survivor I in labour
force
Solitary Survivor II retired
Social Class Upper middle & Upper
Geographic Region Egypt
Market density Urban

Life style Resigned


psychographic
Struggler
Mainstreamer
Explorer
Benefit expectation Cost effectiveness
End use non-users, potential users, first-
time users and regular users
Brand loyalty ‘Hard core loyal’
Behavioristic
‘Soft core loyal’
‘Switchers’

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