Market Segmentation Dr. Anil Mishra 9937635059, 09425452065 [email_address] Asian School of Business Management
Definition <ul><li>Dividing the market by grouping the customer with similar tastes and preference into one segment. </li>...
Need for segmenting Market <ul><li>Now a days  consumer are becoming aware about their needs and are demanding products th...
Market segmentation Level <ul><li>Segment Marketing </li></ul><ul><li>Individual Marketing </li></ul><ul><li>Niche Marketi...
Criteria for segmenting consumer Market <ul><li>Geographic segmentation </li></ul><ul><li>Demographic segmentation </li></...
<ul><li>Psychographic Segmentation </li></ul><ul><li>Lifestyle </li></ul><ul><li>Personality </li></ul><ul><li>Behavioral ...
Effective segmentation <ul><li>Measurable </li></ul><ul><li>Substantial </li></ul><ul><li>Accessible  </li></ul><ul><li>Di...
 
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Market Segmentation 5

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Market Segmentation 5

  1. 1. Market Segmentation Dr. Anil Mishra 9937635059, 09425452065 [email_address] Asian School of Business Management
  2. 2. Definition <ul><li>Dividing the market by grouping the customer with similar tastes and preference into one segment. </li></ul><ul><li>Dividing the heterogeneous market into homogenous groups. </li></ul>
  3. 3. Need for segmenting Market <ul><li>Now a days consumer are becoming aware about their needs and are demanding products that match their needs. </li></ul><ul><li>Any firm cannot cater market as a whole. </li></ul><ul><li>For effectively and efficiently target the markets. </li></ul>
  4. 4. Market segmentation Level <ul><li>Segment Marketing </li></ul><ul><li>Individual Marketing </li></ul><ul><li>Niche Marketing </li></ul><ul><li>Local Marketing </li></ul>
  5. 5. Criteria for segmenting consumer Market <ul><li>Geographic segmentation </li></ul><ul><li>Demographic segmentation </li></ul><ul><li>age and life cycle stage </li></ul><ul><li>Gender </li></ul><ul><li>Income </li></ul><ul><li>Generation </li></ul><ul><li>Social Class </li></ul>
  6. 6. <ul><li>Psychographic Segmentation </li></ul><ul><li>Lifestyle </li></ul><ul><li>Personality </li></ul><ul><li>Behavioral Segmentation </li></ul><ul><li>occasions </li></ul><ul><li>Benefits </li></ul><ul><li>Usage rate </li></ul><ul><li>Loyalty status:Hard core loyal, split loyals, Shifting loyals, switchers </li></ul>
  7. 7. Effective segmentation <ul><li>Measurable </li></ul><ul><li>Substantial </li></ul><ul><li>Accessible </li></ul><ul><li>Differentiable </li></ul><ul><li>Actionable </li></ul>

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