3. GEOGRAPHIC SEGMENTATION
Divides into geographical units
such as nations, states, regions,
countries, cities or
neighbourhood
There are differences in
consumer preferences, purchase
patterns, and behaviours across
regions
Hence different market efforts
Shivam Verma || IIT Delhi
4. DEMOGRAPHIC SEGMENTATION
Age and life
cycle stage
Lifestage Gender
Income
Socio-
Economic
Classification
Generation
Shivam Verma || IIT Delhi
5. AGE AND LIFE CYCLE STAGE
Titan’s Zoop targets 6-14 year-old-children by using
design elements that reflect the preferences of the target
segment
Shivam Verma || IIT Delhi
6. LIFE STAGE
iBall Aasaan, targeted at citizens, has features that are
compatible with the needs of the segment
Shivam Verma || IIT Delhi
7. GENDER
Today, many companies are targeting
women, and not just men, for their two-
wheeler brands. Mahindra Rodeo, for
example, uses Kareena Kapoor as its
brand ambassador, suggesting the
brand’s qualities of power and style
Shivam Verma || IIT Delhi
8. INCOME
With the increase in income, luxury
wristwatch brands such as TAG Heuer are
increasing their visibility and presence in
the Indian market
Shivam Verma || IIT Delhi
10. PSYCHOGRAPHIC SEGMENTATION
Psychographics is the science of using
psychology and demographics to better
understand consumers
Buyers are divided into different groups on the
basis of psychological/personality traits, lifestyle,
or values
Popular and commercially available classification
system is Strategic Business Insight’s (SBI) VALS
framework.
Shivam Verma || IIT Delhi
12. BEHAVIOURAL SEGMENTATION
Shivam Verma || IIT Delhi
Marketers divide buyers into groups on the
basis of their knowledge of, attitude toward,
use of, or response to a product.
•Occassions
•User Status
•Usage Rate
•Buyer Readiness Stage
•Loyalty Status
•Attitude
•Multiple Bases
Needs and Benefits
Decision Roles
User and Usage- Real
user and Usage-Related
Variables
13. BUYER-READINESS STAGE
LifeCell uses celebrity endorsements to
introduce umbilical cord stem cell
banking in India.
Shivam Verma || IIT Delhi
15. LOYALTY STATUS
Shivam Verma || IIT Delhi
Hard-core loyals- Consumers who buy only one brand all the time
Split loyals- Consumers who are loyal to two or three brands
Shifting loyals- Consumers who shift loyalty from one brand to
another
Switchers- Consumers who show no loyalty to any brand
