Unit V
 The process of defining and subdividing a
large homogenous market into clearly
identifiable segments having similar need...
Geographic
Demographic
Age, gender,
family size and
life cycle, or income
Psychographic
Social class, lifestyle,
or person...
 Region of the world or country, East, West,
South, North, Central, coastal, hilly, etc.
 Country size/country size : Me...
 Demographic variables
 age
 gender
 sexual orientation
 Marital status
 family size
 family life cycle
 education...
 Needs – motivation
 Personality
 Perception
 Learning-
involvement
 Attitudes
 Usage rate
 Awareness status
 Brand loyalty
 Super heavy users,
heavy users, medium
users, etc
 Unaware, aware,
inte...
 Time
 Objective
 Location
 Person
 Leisure, work, morning
 Personal , gift, fun
 Home, work, in-store
 Self, fami...
 Psychographic
variables
 life style
• Economy minded, couch
potatoes, outdoors,
enthusiasts, status
seekers
 Benefit  Convenience, social acceptance,
long lasting, economy, value for
money
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Market segmentation

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Market segmentation

  1. 1. Unit V
  2. 2.  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.
  3. 3. Geographic Demographic Age, gender, family size and life cycle, or income Psychographic Social class, lifestyle, or personality Time Based Occasions, usage rate Nations, states, regions or cities
  4. 4.  Region of the world or country, East, West, South, North, Central, coastal, hilly, etc.  Country size/country size : Metropolitan Cities, small cities, towns.  Density of Area: Urban, Semi-urban, Rural.  Climate: Hot, Cold, Humid, Rainy.
  5. 5.  Demographic variables  age  gender  sexual orientation  Marital status  family size  family life cycle  education  income  occupation  religion  nationality/race  language
  6. 6.  Needs – motivation  Personality  Perception  Learning- involvement  Attitudes
  7. 7.  Usage rate  Awareness status  Brand loyalty  Super heavy users, heavy users, medium users, etc  Unaware, aware, interested  Some, none, strong
  8. 8.  Time  Objective  Location  Person  Leisure, work, morning  Personal , gift, fun  Home, work, in-store  Self, family, peer, boss
  9. 9.  Psychographic variables  life style • Economy minded, couch potatoes, outdoors, enthusiasts, status seekers
  10. 10.  Benefit  Convenience, social acceptance, long lasting, economy, value for money

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