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C.b presentation oto market segmentation

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market segmentation

market segmentation

Published in: Business, Economy & Finance
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  • 1. Presented by Darpan Kr. Pandey MBA 3RD SEMPUNJAB INSTITUTE OF MANAGEMENT & TECHNOLOGY MANDI GOBINDGARH
  • 2. MARKET SEGMENTATION The process of dividing the total market for a product or service into smaller, more manageable subsets or groups of customers. Market segmentation is a concept in economics and marketing. A market segment is a sub-set of a market made up of people or organizations with one or more characteristics that cause them to demand similar product and/or services based on qualities of those products such as price or function. .
  • 3. WHO USES MARKET SEGMENTATION? Marketer use the market segmentation for making marketing strategy .
  • 4. BASES FOR SEGMENTATION? Geographic segmentation Market is divided by location. The theory behind this strategy is that people who live in the same area share similar needs and wants .
  • 5. DEMOGRAPHIC SEGMENTATION Under this segmentation, market is divided on the basis of age, sex, marital status, income, occupation and education.
  • 6. PSYCHOLOGICAL SEGMENTATION Psychological characteristics refer to the inner or intrinsic qualities of the individual consumer. Consumer may be segmented in terms of their motivations, personality, perception and learning.
  • 7. PSYCHOGRAPHIC SEGMENTATION Under this segmentation market is divided on the basis of consumer activities, interests, and opinions.
  • 8. SOCIOCULTURAL SEGMENTATION According to this segmentation market is divided on the basis of family life cycle, social class, cultural values.
  • 9. USAGE – SITUATION SEGMENTATION According to this segmentation market is divided on the basis of occasion or situation.

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