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Market segmentation
 

Market segmentation

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    Market segmentation Market segmentation Presentation Transcript

    • MARKET SEGMENTATION Rajesh Kavathekar MBA-I Roll No.15
    • MARKET SEGMENTATION  Market segmentation is based on fact that markets are heterogeneous & not homogeneous.  Homogeneous market refer to a market situation where the prospective buyers of any product are found to be uniform in their needs, habits, choices, nature, etc.  Heterogeneous market refer to a market situation where the prospective buyers of any product are not found homogeneous in their needs, habits, choices, nature, etc.
    • DEFINITION  Market Segmentation is a method of “dividing a market (Large) into smaller groupings of consumers or organisations in which each segment has a common characteristic such as needs or behaviour.”
    • Geographic Demographic Age, gender, family size and life cycle, or income Psychographic Social class, lifestyle, or personality Behavioral Occasions, benefits, uses, or responses Nations, states, regions or cities BASIS OR METHODS OF SEGMENTATION
    • Divide the market into different group based on : • Region – South India , North , Western Region, East • City – metro cities, cities with population more than 1 million • World • Density • Climate • States Ex.- Mcdonalds globally, sell burgers aimed at local markets, for example, burgers are made from lamb in India rather then beef because of religious issues. In Mexico more chilli sauce is added and so on. 1) GEOGRAPHIC SEGMENTATION
    •  Demographic variables  age  gender  sexual orientation  family size  family life cycle  education  income  occupation  education  socioeconomic status  religion  nationality/race  language 2) DEMOGRAPHIC SEGMENTATION
    •  Psychographic variables  personality  life style  value  attitude  Social class  Culture  Beliefs 3) PSYCHOGRAPHIC SEGMENTATION
    •  Behavioral variables  benefit sought  product usage rate  brand loyalty  product end use  readiness-to-buy stage  decision making unit  profitability  income status 4) BEHAVIORAL SEGMENTATION
    • REFERENCE BY SITE – WWW.LEARNMARKETING.NET