2. Presented to : Prof . S .K. Sood
Presented by : Minhaz Akhtar
Shayani Chakraborty
Sourav Karmakar
Tirthankar Mandal
Abhishek Kumar
PGDM(16-18)
Sec: B
3. Q.5 Select at least two segmentation
bases that should be used jointly to
segment the market for each of the
following products and explain your
choice:
(1) Men’s Denim Pants
(2) women’s cocktail dresses
(3) Hybrid Cars
(4) E-Readers
4. Segmentation: The process of defining and
subdividing a large homogenous market into
clearly identifiable segments having similar
needs, wants, or demand characteristics.
Its objective is to design a marketing mix that
precisely matches the expectations of customers
in the targeted segment.
5. Segmentation bases can be classified
into five major categories:
1.Geographic
2.Demographic
3.Psychographic
4.Behavioral
5.Benefits sought
6. Segmentation Base Description of each main consumer
segmentation base
Geographic Segmenting by country, region, city or other
geographic basis.
Demographic Segmenting based on identifiable population
characteristics, such as age, occupation,
marital status and so on.
Psychographic This segmentation approach involves an
understanding of a consumer’s lifestyle,
interests, and opinions
Benefits sought This approach segments consumers on the
basis of specific benefits they are seeking from
the product, such as convenience, or status, or
value, and so on.
Behavioral Segmenting the market based on their
relationship with the product or the firm.
Examples include: heavy or light users, brand
loyal or brand switchers, and so on.
7. Geographic Demographi
c
Psychograph
ic
Benefits
Sought
Behavioral
Men’s
Denim
Pants
Urban and
rural area
Age group of
15-35
Educated
middle class
also fresher
in job
Value for
money
Regular
women’s
cocktail
dresses
Urban area Age group of
20-40
Upper class
professional
and university
student
Fancy and
classy
looking
Occasional
Hybrid
Cars
Urban area Above 40 Professional
higher class
Fuel
efficient
for long
term
Heavy
usage rate
with strong
brand
knowledge
E-Readers Urban area Above 25 Educated and
higher also
middle class
Time
saving
and easy
carrying
Involvemen
t level high
