Market Segmentation
Content
MARKET SEGMENTATION
³ The process of dividing a market into distinct subsets of consumer with common needs or characteristics and selecting one or more segments to target with a distinct marketing mix.´
Market segmentation categories and selected variables.
SELECTED SEGMENTATION VARIABLES GEOGRAPHIC SEGMENTATION REGION City Size
Southwest,Mountain states,Alaska Hawaii Major metropolitan areas,small cities,Town
SEGMENTATION BASE
Density of Area Urban,suburban,exurban,rural Climate
Temperate,Hot Humid ,rainy
DEMOGRAPHIC SEGMENTATION Age Sex Marital Status Income Education Occupation
Under 10,10-15,15-20,20-25,25+ 10,10-15,15-20,20-
Male,female
Single,Married,divorced,living together,widowed Under 1 lac,1 lac to 5 lac, 5-10 lac, 5above 10 lac Illiterate,primary,high school,graduate,PG Professional,business,agriculture,service
PSYCHOLOGICAL SEGMENTATION
NeedsNeedsMotivation
Shelter,Safety,security,affection,sense of self worth
Personality Perception Learning involvement Attitudes
Extroverts,novelty seekers,aggressives,innovators LowLow-risk,moderate risk,High-risk risk,HighLow involvement,high involvement
Positive attitude,Negative attitude
PSYCHOGRAPHIC Life Style Segmentation Economy minded,couch potatoes,outdoor enthisiasts,status seekers
SOCIOCULTURAL SEGMENTATION
Cultures
Indian,American,Asian,Russian,
Religion Subcultures Social Class Family life cycle
Hindu,muslims,sikhs,catholic,
Brahmins,Rajput, Lower,middle,upper Bachlors,Young married,full nesters,empty nesters
USE RELATED SEGMENTATION
Usage Rate
Super heavy users,heavy users, medium users,light users ,nonusers
Awareness Status
Unaware,aware,interested,ent hisiastic
Brand Loyalty
None,some,strong
USE SITUATION SEGMENTATION Time Leisure,work,rush,morning,night
Objective
Personal,gift,Snack,Fun,Achievme nt Home,work, friend¶s home, instore
Location
Person
Self,family members , friends,boss,peer
Benfit segmentation
Convenience Social acceptance Long lasting Economy,value for the money
³ The process of dividing a market into distinct subsets of consumer with common needs or characteristics and selecting one or more segments to target with a distinct marketing mix.´
Market segmentation categories and selected variables.
SELECTED SEGMENTATION VARIABLES GEOGRAPHIC SEGMENTATION REGION City Size
Southwest,Mountain states,Alaska Hawaii Major metropolitan areas,small cities,Town
SEGMENTATION BASE
Density of Area Urban,suburban,exurban,rural Climate
Temperate,Hot Humid ,rainy
DEMOGRAPHIC SEGMENTATION Age Sex Marital Status Income Education Occupation
Under 10,10-15,15-20,20-25,25+ 10,10-15,15-20,20-
Male,female
Single,Married,divorced,living together,widowed Under 1 lac,1 lac to 5 lac, 5-10 lac, 5above 10 lac Illiterate,primary,high school,graduate,PG Professional,business,agriculture,service
PSYCHOLOGICAL SEGMENTATION
NeedsNeedsMotivation
Shelter,Safety,security,affection,sense of self worth
Personality Perception Learning involvement Attitudes
Extroverts,novelty seekers,aggressives,innovators LowLow-risk,moderate risk,High-risk risk,HighLow involvement,high involvement
Positive attitude,Negative attitude
PSYCHOGRAPHIC Life Style Segmentation Economy minded,couch potatoes,outdoor enthisiasts,status seekers
SOCIOCULTURAL SEGMENTATION
Cultures
Indian,American,Asian,Russian,
Religion Subcultures Social Class Family life cycle
Hindu,muslims,sikhs,catholic,
Brahmins,Rajput, Lower,middle,upper Bachlors,Young married,full nesters,empty nesters
USE RELATED SEGMENTATION
Usage Rate
Super heavy users,heavy users, medium users,light users ,nonusers
Awareness Status
Unaware,aware,interested,ent hisiastic
Brand Loyalty
None,some,strong
USE SITUATION SEGMENTATION Time Leisure,work,rush,morning,night
Objective
Personal,gift,Snack,Fun,Achievme nt Home,work, friend¶s home, instore
Location
Person
Self,family members , friends,boss,peer
Benfit segmentation
Convenience Social acceptance Long lasting Economy,value for the money
