Market segmentation involves dividing large, heterogeneous markets into smaller, more homogeneous segments based on criteria such as measurable, accessible, durable, and unique needs. Markets can be segmented based on geographic, demographic, psychographic, and behavioral variables for consumers. For businesses, common segmentation bases include company size, industry, product usage, situational factors, and geography. The purpose is to more efficiently and effectively serve customer needs with tailored products and services.

1. Market Segmentation
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Copyright © 2014-2015 by EunoiaTechnologies. All rights reserved
Raja Sekhar
Founder , Eunoia Technologies

2. What is Market Segmentation ?
Large heterogeneous markets are divided into
smaller segments that can be managed more
efficiently and effectively with products and
services that match to their unique needs
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3. Criteria for selecting Market Segments
• Measurable
• Accessible
• Durable
• Substantial
• Unique Needs
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4. Bases for Consumer Market Segmentation
• Geographic variables
• Demographic variables
• Psychographic variables
• Behavioral variables
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5. Geographic variables
 Regions (by country, nation, state, neighborhood)
 Population Density (Urban, suburban, rural)
 City size (Size of area, population size and growth rate)
 Climate (Regions having similar climate pattern)
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6. Demographic variables
 Age
 Gender
 Income
 Occupation
 Education
 Social Class
 Family size
 Home Ownership
 Religion
 Ethnic group/Race
 Nationality
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7. Psychographic variables
 Interests
 Opinions
 Personality
 Self Image
 Activities
 Values
 Attitudes
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8. Behavioral variables
 Usage Rate
 Product benefits
 Brand Loyalty
 Price Consciousness
 Occasions (holidays like mother’s day, New Year and Eid)
 User Status (First Time, Regular or Potential)
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9. Bases for Business Market Segmentation
A. Company Size
B. Industry Purchasing approaches
C. Product usage
D. Situational factors(seasonal trend, urgency,Order)
E. Geographic
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10. Member Classification
• Those who ask questions ? 
• Those who don’t ask questions ?  
• Those who are still lost somewhere ? 
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ThankYou !!!
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