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1. WHAT IS MARKET SEGMENTATION ?
Market segmentation refers to sub dividing a larger market into smaller submarket. In
the words of
William stanton, “market segmentation is the process of dividing the total,
heterogeneous market for a product into serval sub market or segments, each of which
tends to be homogeneous in all significant aspect.”

2. BASES OF
SEGMENTATION
GEOGRAPHIC DEMOGRAPHIC BEHAVIOURAL
OF
CRUNCH KITKAT MILKYBAR

3. GEOGRAPHIC
URBAN/RURAL: there are differences in buying behavior of urban and rural customer rural cumtomers
are more price sensitive as compare to urban customer
For, example in rural, people more purchase kitkat as compare to curnch and milkybar
LOCALITY: buying behavior is also influence by the locality within a particular city/town for instance due to
more advertisement kitkat in more famous as compare to crunch
REGION: regional segmentation is undertake because of differeces in buying behavior of customer
belonging to different regions. Customer from westernindia may prefer to eat chocolate as compare to
northindia

4. DEMOGRAPHIC
AGE : The markets can be segmented by age groups, such as children youth, middle-aged and senior citizens
for example age of 10-18 like to buy milkybar and above age 20-25 is go with crunch and kitkat senior
citizens may not prefer suger
GENDER : Marketer can sengment the market based on gender preference . For example male and female
can eat chocolate
INCOME : Income level greatly influence buying behavior of consumer for instance, upper income group
consumer may prefer premium chocolate and middle income group prefer regular chocolate

5. BEHAVIOURAL
USAGE RATE :one possible way to define target market is by product usage . There can be heavy user,
medium users, and non users for example kitkat have more uses as compare to milkybar
and crunch
USER STATUS : market can be segmented on the basis of user status such as non user , ex user ,
potential user,first-time user regular user and so on. Kit kat have more regular
customer as compare to crunch and milky bar
Buying motives : buyer buy the product with different buying motives such as pride, convenience, fear etc