Market Segmentation Paper

Topics: Marketing, Mass media, Social media Pages: 2 (664 words) Published: November 28, 2013


Essentials of Marketing Mini-Project #1
Which segment you believe you would fall in to and why?

The Sustainability Passion Index (SPI) is a segmentation model from The SHIFT Report, which is made up of five unique SPI segments based on people’s level of environmental consciousness. After a careful analysis of the five SPI segments, I believe I’d fall into the category of The Casual Spectator. Although it’s important to note that not all characteristics of The Casual Spectator express what I personally care about, it’s obvious, at least to me, that of the five segments presented in the Shift Report this is the one that most accurately pertains to me. According to the SPI, The Casual Spectator is someone who adopts a ‘me first’ attitude, while still showing concern regarding CSR issues, sustainability and The New Variables. In terms of environmental issues and social responsibility I’m not one to go above and beyond to take care of the environment such as vocalize my concerns or take part in global rallies etc. However, I am someone who will abide by what I consider general societal rules. I’m somewhat environmentally conscious and do my part by recycling when possible, stopping others from littering and being as ‘green’ as possible. Casual Spectators also prefer to spend their time connecting with friends and family, but being actively involved in the community is more of a priority. This somewhat relates to me as I’m someone who puts being in the company of others as a precedence over community involvement, granted I still attempt to involve myself with local events and fundraisers. Although I do try to involve myself in the community, I rarely concern myself with particular issues on a local or even global scale, which ties in as a characteristic of a Casual Spectator.

Another trait of the Casual Spectator, though it’s not critically important, is a preference to live a well-balanced lifestyle, which also includes being well-paid and treated with...
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