MARKET SEGMENTATION

BYARNAB KUMAR BHATTACHARYA MM/11/009

MARKET SEGMENTATION 1

OVERVIEW
1) 2)

MEANING OF MARKET SEGMENTATION BASES OF MARKET SEGMENTATION

MARKET SEGMENTATION

MARKET SEGMENTATION
Refers

to dividing the hetrogeneous market into homogeneous set of customers, those can be satisfied by firm.
Once

the decision to target a segment is decided, the firm must position itself in that segment by attracting customers towards its offerings

MARKET SEGMENTATION

BASES FOR SEGMENTATION

1)

2)
3) 4)

GEOGRAPHIC SEGMENTATION DEMOGRAPHIC SEGMENTATION PSYCHOGRAPHIC SEGMENTATION BEHAVIOURISTIC SEGMENTATION

MARKET SEGMENTATION

GEOGRAPHIC SEGMENTATION
REGION
Eastern, western, northern, southern

CITY

Metropolitan cities, Tier 1-2-3 cities, cities with population over 1 million

RURAL AND Rural villages with population over 10,000, semi SEMI-URBAN urban areas with population 20,000-50,0000 AREAS

EXAMPLE Coca cola offering same product at global

level, but applying different marketing strategies according to different nations.

MARKET SEGMENTATION

DEMOGRAPHIC SEGMENTATION
Age Gender
Johnson & Johnson soap and talcum powder for babies
Bajaj pulsar targeting young males through its tagline DEFINITELY MALE

Life stage LICs retirement plans old working peoples

Occupation BMW cars targeting executives and businessmens

Education IMS, TIME, CARRER LAUNCHER targeting MBA

aspirants for prepartions

Religion
Nationality

IRCTC campaigns for buddhist circuits after train reservation Different campaigns of coca cola for India and Singapore
MARKET SEGMENTATION 6

PSYCHOGRAPHIC SEGMENTATION

Even with same geography and demography , consumers vary due to their psychological setup.
LIFE STYLE

Same product provides different satisfaction to different consumers due to difference in their life style. EX-sports shoes provides more satisfaction to a sports person than a businessmen.

PERSONALITY

Person of different age group will show different personality traits. EX- chocolates will be more demanded by kids than young adults
MARKET SEGMENTATION 7

BEHAVIOURISTIC SEGMENTATION

Due to differences in knowledge and experiences of product.

Occasions
Consumers shows different buying behavior during different occasions. EX- people uses more of tourism services during vacations. Consumers can be grouped as non users, first time users, ex users, regular users and potential users.

User status

Usage rate

Market can be divided as- light, medium and heavy users group.

MARKET SEGMENTATION

CONTD.
LOYALTY STATUS

Hard core loyalist prefer particular brand. Soft core loyalist loyal to two or three brands only. Shifting loyalist loyalty shifts from one brand to another after a period of time . Switchers- not loyal to any brands.

ATTITUDE

Can be classified as- enthusiastic, positive, indifferent, negative and hostile.

MARKET SEGMENTATION

FOR YOUR PATIENCE

MARKET SEGMENTATION 10