The document discusses market segmentation and the bases for segmenting markets. It defines market segmentation as dividing the present and potential market into meaningful groups based on characteristics like geography, demographics, psychographics, behaviors, consumption patterns, and consumer predispositions. The key bases for segmentation include geographic factors like climate and population boundaries, demographic factors like age, gender and marital status, and socioeconomic factors like income, education and social class. Psychographic factors include lifestyle and activities, while behavioral patterns relate to purchasing habits. Consumption patterns refer to usage frequency and brand loyalty, while consumer predispositions are attributes like benefits sought and product knowledge.

1. Segment
Market

2. Definition
Divide the present and potential
market on the basis of meaningful
characteristics
Concentrate on promotion, product,
and pricing efforts on serving the most
prominent portions of the market
(target market)
Assist in developing products and services
that are appropriate for particular target
segments and to be supported by an
appropriate marketing mix
Bases for market segmentation includes
geographic, demographic, socioeconomic,
psychographic, behavior patterns,
consumption patterns and consumer
predispositions

3. Bases for Market Segmentation
Bases for
Market
Segmentation
Geographic Demographic Socioeconomic Psychographic
Behaviour
Patterns
Consumption
Patterns
Consumer
Predispositions

4. Bases for Market Segmentation
Geographic:
• Political Boundaries
• Climate
• Population Boundaries
Demographic:
• Sex/Gender Family size
• Age Family life cycle
• Marital Status
Socioeconomic
• Occupation Income
• Education Social Class
Psychographic
• Lifestyle
• Activities
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5. Bases for Market Segmentation (cont.)
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Behaviour Patterns
• Type of store shopped
• Time of purchases,
impulse or brand request
• Number of units
purchased
• Shopping frequency
• Media habits
Consumer Predispositions
• Product knowledge
• Benefits sought
• Consumer problems
Consumption Patterns
• Frequency of use heavy vs.
light usage, unit size
• Occasion
• Loyalty to brands
• Ownership of other products

6. Influencing Tourism Demand
The Push-Pull Factors

7. Pull factor:
Attributes of a different place which
attract or “pull” individual towards it
Tourism is based on the
distinction between two factors
that includes push and pull
Push factor:
Encourage individuals to move away
from their home setting through
tourism
Push and Pull Factors Influencing Tourism Demand

8. Push and Pull Factors Influencing Tourism Demand
Push Factors
Fulfilling Prestige
Enhancing Relation
Seeking Relaxation
Enhancing Social Circle
Sightseeing Variety
Fulfilling Spiritual Needs
Gaining Knowledge
Pull Factors
Events and Activities
Easy Access and Affordable
History and Culture
Variety Seeking
Adventure
Natural Resources
Marketing Efforts

9. Push Factors
• Increase the social status
by visiting different places
to impress others
• Enhance communication with local
community
• Exchange customs and traditions
• Participate in new activities
• Appreciate natural resources
• Meet new people
• Visit friends and relatives
• Reconnect with spiritual
roots
• To relax spiritually
• Increase knowledge about
foreign destination
• Experience new and different
lifestyle and traditions
• To be away from home
• Relax physically and mentally
• Find thrills and excitement
• Visit new places
Fulfilling Spiritual Needs
Enhancing Social Circle
Gaining Knowledge
Seeking Relaxation
Enhancing Relation
Fulfilling Prestige Sightseeing Variety
• To fulfill the dream of visiting
a foreign land/country
• Sightsee tourist/popular spots
• Explore cultural resources

10. Variety Seeking
• Traditional Food/Costume
• Outdoor activities
• Exotic atmosphere
Adventure
• Travel to remote, exotic and
possibly hostile area
• E.g.: Mountaineering, trekking,
bungee jumping, rafting, zip-lining
Natural Resources
• Travel to a particular destination to explore
fragile, pristine and usually protected areas
• E.g.: Natural reserves, islands and beaches
Marketing Efforts
• A position that evoke image of a destination in the
customer’s mind
• Images that differentiate the destination from the
competitors
• A destination that satisfy or fulfill consumer’s needs
and wants
Events and Activities
• Activities for entire family
• Festivals and Events
• Entertainment
• Shopping
• Nightlife
• Amusement/Theme parks
Easy Access and Affordable
• Affordable tourist destination
• Safe destination
• Convenience of Visa/Travel pass
• Good value for money
History and Culture
• Historic places
• Culture, Arts and traditions
• Outstanding scenery
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