1. MARKET SEGMENTATION
Gladin S
MBA
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SERVICES MARKETING

2. Market Segmentation
Definition :
According to Philip Kotler , “ Market segmentation is sub-
dividing a market into distinct and homogeneous subgroups
of customers, where any group can conceivably be selected
as a target market to be met with distinct marketing mix.”

3. Basis for market segmentation
 Geographic
 Demographic
 Psychographic
 Behavioral

4. Geographic Segmentation
Often used geographic variables
 Region
 Size of the metropolitan area
 Population density
 Continents

5. Demographic segmentation
Often used demographic variables are:
 Age
 Gender
 Family size
 Education
 Income
 Occupation

6. Psychographic Segmentation

7. • Lifestyle groups
Yuppie Associations
• Mobile
• High valued house/flat
• Good Salary
• Young branded car.
Third Agers Associations.
• 50's
• Retired early from profession.
• Time to spare
• Adventure Seekers

8. Behavioral Segmentation
Often used behavioral variables are:
 Occasions
 Benefits
 Usage rate
 User status