Consumer Behavior Analysis, Segmentation, demographic segmentation

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Consumer Behavior Analysis, Segmentation, demographic segmentation, ways of segmentation, types segmentation,

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Consumer Behavior Analysis, Segmentation, demographic segmentation

  1. 1. SubmittedBy- • Mustahid Ali • Soumya Mukherjee • Bhavesh Bhansali • Sachin Pratap Singh • Nivedita SubBaram • Megha Malviya
  2. 2.  Age  Some products are marketed to specific age groups
  3. 3. Dr. Rosenbloom  Income Level  Some products are marketed to consumers with different income levels
  4. 4.  Family  Some products are marketed to consumers with special family consideration  Family Life Cycle  Bachelor, marriage, married with children, retired, etc.
  5. 5.  Education  Some products are marketed to consumers with certain educational levels
  6. 6.  Ethnicity  Some products are marketed to consumers from specific ethnic backgrounds
  7. 7.  Region  Size of metropolitan area  Population density  Climate
  8. 8.  Markets can be segmented by how often or how heavily consumers use a specific product  80/20 Principle - 80% of revenue generated by 20% of customers Light Users Heavy Users
  9. 9. Grouping customers together based on: Social class Lifestyles Psychological characteristics (attitudes, interests and opinions)
  10. 10.  1) Focus of the Company  2) Increase in competitiveness  3) Market expansion  4) Increases profitability
  11. 11.  1) Segments are too small  2) Consumers are misinterpreted  4) There are too many brands  3) Costing is not taken into consideration
  12. 12. Effective Segmentation Criteria Measurable Accessible Actionable Substantial Differentiable
  13. 13. Lets take an example to illustrate Segmentation:
  14. 14. Too much Work Pressure Do not differentiate among products/Services Usually Wants a way out Are not Brand Loyalists Price not an issue Mr/Ms Tender Not too much Work Pressure Differentiates among products/Service Takes Care before selecting a Product/Service Are Brand Loyalists Price may or may not be an issue Segmentation
  15. 15. The High school Diva Image and Look Conscious Differentiates among products/Service Takes Care before selecting a Product/Service Nothing better than being Popular Price may or may not be an issue The Geeky Geeks Differentiates among products/Service Takes Care before selecting a Product/Service Loves to play around with new Softwares Love Comics Price may or may not be an issue
  16. 16. Advertisers Differentiates among products/Service Takes Care before selecting a Product/Service Price not be an issue In the Rush for Promoting Good Revenue Generator Busy Bee 27% High School Diva 23% Advertiser 23% Mr/Ms Tender 18% Geeky Geek 9% Strenth (%)
  17. 17. Age (Years) Sex Care Quotient Narcissism Work Level Tech Savvy Occasion Driven Segment Attractivenes s Busy Bees 30-50 Male Low Low/Medium Very High High Very High Very High Low Mr/Ms Tender 20-40 F/M Very High Low High/Medium Medium High High Medium The High School Diva 16-23 Female High Very High Low High Medium Very High High The Geeky Geeks 17-25 Male Medium/Low Low/Medium Low Very High Low High High Advertisers 25+ M/F High Medium/High High/Medium High Very High High Low
  18. 18. twitter.com/mustahidali90 www.slideshare.net/mustahidali90 www.linkedin.com/in/mustahidali http://outlook360blog.wordpress.com/ http://snapshotsque.wordpress.com/

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