4. DEFINITION
Market segmentation means sub-division of entire
market ,each segment consist of groups of buyer
who have identical or similar wants.
Or
Market segmentation consists of taking the total
heterogeneous market for the product and dividing
into several sub market in all significant
characteristics is called as market segmentation.
6. 1. GEOGRAPHIC SEGMENTATION
Segmenting the consumer according to the geographical
factor like climatic zone , region , district , state etc.
1. Region – North , East , South , West
2. Climatic Zone – Moderate , temperate , dry
3. District – Pune , Ahmednagar , Nasik , Amravati
4. State – Maharashtra , Gujarat , Rajasthan
7. 2.DEMOGRAPHIC SEGMENTATION
A Segmentation based on demographic factor like age , gender , status ,
occupation , education , caste , language , income and purchasing power.
1. Age – Under 6 year age , 6-11 year , 12-19 year , 20 -34 year & above 35
2. Family – 1-2 member , 3-4 , 5+…….
3. Gender – Male & Female
4. Income – Greater than 2000 , 5 to 10000 , 10 to 50,000 and 50,000 above
5. Occupation – Agricultural, Non-Agricultural , Doctor , Teacher
,Businessman.
6. Education – Literate , Semi-literate , illiterate
7. Caste – Upper , Lower & Middle Class.
8. 3.PSYCHOGRAPHIC SEGMENTATION
The elements those are included in personality traits ,
attitudes , life styles and value system.
1. Psychographic lifestyle – Cultural oriented , sport
oriented.
2. Personality – compulsive , ambitious , positive &
negative attitude , openness , extraversion etc.
9. 4.BEHAVIOURAL SEGMENTATION
All variables in segmentation related to buyers behavior which
often very conclusive buyer behavior involves many elements
like purchasing occasion , benefits , user rate , loyalty rate and
attitude towards the product.
1. Occasion – Diwali , dashara , Gudi – padawa
2. Benefits – Discounts free , off-price , gifts , price services ,
exchange offer , free home delivery , buy 1 get 1 free.
3. User status – Non-user, medium-user , ex-user , heavy user.
4. Loyalty rate – Consumer who buy shifting a brand from one
brand to another
5. Attitude – Positive or negative , way of thinking
10. ADVANTAGES
1. The marketer can modify his product/service and
marketing appeals to suit the target segment.
2. Segmentation facilitates setting up of realistic selling
targets and priorities.
3. Management can identify new profitable segments
which deserves special attention.
4. It is possible to deal with competition more effectively
by using resources more effectively.
11. DISADVANTAGES
1. More time , efforts , expenses to develop
individual messages and strategies.
2. If a brand is associated with one subgroup it may
be shunned by other subgroups.
3. Micro marketing can be costly.
4. Promotion and distribution expenditures increase
when separate programme are used for different
market segments.
