Beruflich Dokumente
Kultur Dokumente
Dhanashree More
1. What are the different levels of market segmentation? 2. In what ways can a company divide a consumer mark into segments? 3. What are the requirements for effective segmentation? 4. How should a company choose the most attractive tar markets?
Companies cannot connect with all customers in large, broad, or diverse markets. But they can divide such markets into groups of consumers or segments with distinct needs and wants.
BASES OF SEGMENTATION
GEOGRAPHIC SEGMENTATION
Geographic segmentation divides the market into geographical units such as nations, states, regions, counties, cities, or neighbourhoods.
Age- 50-51
Marital Status: Married Occupation- Manager at Vijaya Bank Lives in Mumbai Income Strata- Upper Middle Class- INR- Rs. 60,000-70,000/Month Amrapalis Customer Reason buy jewellery- Occasions, Gifting & Daily Wear
PSYCHOGRAPHIC SEGMENTATION
Psychographics is the science of using psychology and demographics to better understand consumers. Innovators Successful, sophisticated, active, take-charge people with high self-esteem. ThinkersMature, satisfied, and reflective people motivated by ideals and who value order, knowledge, and responsibility.
PSYCHOGRAPHIC SEGMENTATION
AchieversSuccessful, goal-oriented people who focus on career and family. ExperiencersYoung, enthusiastic, impulsive people who seek variety and excitement. BelieversConservative, conventional, and traditional people with concrete beliefs.
PSYCHOGRAPHIC SEGMENTATION
StriversTrendy and fun-loving people who are resourceconstrained. MakersPractical, down-to-earth, self-sufficient people who like to work with their hands. SurvivorsElderly, passive people concerned about change and loyal to their favorite brands.
BEHAVIOURAL SEGMENTATION
In behavioural segmentation, marketers divide buyers into groups on the basis of their knowledge of, attitude toward, use of, or response to a product. NEEDS AND BENEFITS: Not everyone who buys a product has the same needs or wants the same benefits from it. Decision Roles: People play five roles in a buying decision: Initiator, Influencer, Decider, Buyer, and User.
BEHAVIORAL SEGMENTATION
USER AND USAGE: Many Marketeres use variables related to various aspects of users or their usage Occasions- Occasions mark a time of day, week, month, year, or other welldefined temporal aspects of a consumers life. User Status- Every product has its nonusers, ex-users, potential users, first-time users, and regular users. Usage Rate-We can segment markets into light, medium, and heavy product users buyer-readiness stage, and loyalty status
BEHAVIORAL SEGMENTATION
Buyer-Readiness Stage -Some people are unaware of the product, some are aware, some are informed, some are interested, some desire the product, and some intend to buy.
Loyalty Status1. Hard-core loyalsConsumers who buy only one brand all the time 2. Split loyalsConsumers who are loyal to two or three brands 3. Shifting loyalsConsumers who shift loyalty from one brand to another 4. SwitchersConsumers who show no loyalty to any brand
MARKET TARGETING
Once the firm has identified its market-segment opportunities, it must decide how many and which ones to target
MARKET TARGETING
Actionable- Effective programs can be formulated for attracting and serving the segments.
Differentiable- The segments are conceptually distinguishable and respond differently to different marketing-mix elements and programs.
THANK YOU!