This document contains information about market segmentation and buyer behavior models. It discusses the main types of market segmentation, which include demographic, psychographic, geographic, and behavioral segmentation. Demographic segmentation looks at traits like age, gender, and ethnicity. Psychographic segmentation focuses on personality and interests. Geographic segmentation groups customers by location. Behavioral segmentation examines spending, purchasing, and browsing habits. The document also outlines the stages in a buyer's journey, including need recognition, information search, evaluation of alternatives, and the purchase decision.

1. NAME: ANTONY SRIDHAR.A
CLASS: 3 MS
ROLL ON: B20503
SUBJECT: MARKETING MANAGEMENT
TITLE : MARKETING SEGMENTION AND
BUYER BEHAVIOR MODEL
DON BOSCO
COLLEGE

2. MARKET SEGMENTION

3. TYPES OF MARKET SEGMENTION :

4. 1. Demographic segmentation:
Demographic segmentation might be the first thing
people think of when they hear ‘market segmentation’.
This is perhaps the most straightforward way of
defining customer groups, but it remains powerful.
Demographic segmentation looks at identifiable
non-character traits such as:
1. Age
2. Gender
3. Ethnicity

5. 2. Psychographic segmentation:
Psychographic segmentation is
focused on your customers’
personalities and interests. Here we
might look at customers and define
them by their:
1. Personality traits
2. Hobbies
3. Life goals

6. By comparison, geographic
segmentation is often one of the
easiest to identify, grouping customers
with regards to their physical location.
This can be defined in any number of
ways:
 Country
 Region
 City
3. Geographic segmentation:

7. 4. Behavioral segmentation:
Behavioral segmentation is possibly the
most useful of all for e-commerce businesses.
As with psychographic segmentation, it
requires a little data to be truly effective – but
much of this can be gathered via your website
itself. Here we group customers with regards
to their:
 Spending habits
 Purchasing habits
 Browsing habits

8. WHY IS IMPORTANT :
Market segmentation involves dividing a large
homogenous market of potential customers into
clearly identifiable segments.
 Customers are divided based on meeting
certain criteria or having similar characteristics
that lead to them having the same product needs.

9. BUYER BEHAVIOR MODEL

10. Buyer behavior refers to the decision and acts
people undertake to buy products or services for
individual or group use. It’s synonymous with the
term “consumer buying behavior,” which often
applies to individual customers in contrast to
businesses.

11. TYPES BUYER BEHAVIOR MODEL:

12. AT THE FIRST STAGE, THE BUYER
RECOGNIZES THAT THERE IS A NEED FOR A
PRODUCT OR SERVICE. FOR INSTANCE, THEY
MIGHT REALIZE THAT, SINCE THEIR
COMPANY IS GROWING, MANUAL EMAIL
OUTREACH IS NO LONGER EFFECTIVE, SO
THEY NEED AN EMAIL AUTOMATION
SOLUTION.
Needrecognition:

13. Informationsearch:
After understanding the need for a product
or service, the buyer starts looking for
information. They might obtain it from
different sources (friends, commercials,
mass media). For example, a prospect may
start browsing email automation solutions,
read reviews, etc.

14. Once all the necessary information
has been gathered, the buyer starts to
evaluate a choice. They might
compare key features and pricing,
looking for advantages of one tool
over all others.
Evaluationof alternatives:

15. After evaluation, the buyer
makes a purchase decision. For
example, they start their free
trial or purchase a paid plan
Purchasedecision:

16. After evaluation, the buyer makes a
purchase decision. For example, they start
their free trial or purchase a paid plan
Purchasedecision:

17. Once all the necessary information has
been gathered, the buyer starts to evaluate
a choice. They might compare key features
and pricing, looking for advantages of one
tool over all others.
Evaluationof alternatives:

18. THANK YOU