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Submitted by riese_sf on January 31, 2008
Category: Miscellaneous
Words: 1576 | Pages: 7
Views: 120
Popularity Rank: 82,253
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Geographic Segment
According to the case study, Avon is located in different areas around the United States as well as in Europe and South America. It caters to both urban and rural regions.
Demographic Segment
Avon is directed primarily towards women whose ages range from 25-50 years and have average to below-average incomes. They may either be single, married, or with or without children and may or may not be employed. Avon also targets variety of race (Asian, Hispanic, Black and White) as they implement a special training for their representatives with regard to selecting and applying the right product for “women of different ages, ethnicities, and skin types”.
Psychographic Segment
Avon targets lower to middle class women whose lifestyles include pampering and taking care of their bodies at price that is attainable or affordable for them. Most of these women cannot afford to do much compulsive buying so that the job of Avon’s representatives is to introduce and teach to them the different varieties of products that the company has to offer and thus convince them of its quality and dependability. Furthermore, these women also feel the need to trust products that truly care about their lives. Avon establishes an intimate relationship with these women through the foundations that they create for their health and welfare.
Behavioral Segment
Avon targets women who use beauty products and personal care products on a regular occasion and constantly wants to try out other new products at a price that is reasonable for them as well as undeniably good quality. Thus, these women look for a product that is of high quality but at the same time very affordable and cheaper than other brands that may offer the same quality. They also value the convenience of having to easily choose the products they want to buy, certain of its quality, and having it delivered or brought to them at their...
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