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Base of market segmentation

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Base of market segmentation

  1. 1. BASES OF MARKET SEGMENTATION
  2. 2. BASEs OF MARKET SEGMENTATION GEOGRAPHIC SEGMEMTATION BEHAVIORISTIC SEGMENTATION DEMOGRAPHIC SEGMENTATION PHYCHOGRAPHIC SEGMENTATION
  3. 3. 1. DEMOGRAPHIC SEGMENTATIONDEMOGRAPHIC SEGEMENTATION REFERS TO SEMENTATION IN WHICH WE STUDY ABOUT THE SEGMENTATION BASED ON THE FOLLOWING:- 1.AGE 2.GENDER 3.FAMILY SIZE 4.INCOME 5.EDUCATION LEVEL
  4. 4. AGE
  5. 5. GENDER
  6. 6. FAMILY SIZE
  7. 7. INCOME
  8. 8. EDUCATION LEVEL
  9. 9. 2.GEOGRAPHICAL SEGMENTATION  Geographical segmentation is basically a division of market according to different geographical units like  region  neighborhood  continent  population
  10. 10.  For example: indian railways segment the national market into sub regions like northern, southern, eastern, western and central railway
  11. 11. PSYCHOGRAPHIC SEGMENTATION  Psychographic segmentation is the segmentation in which buyers are grouped according to variables such as social class, lifestyle and motive. SOCIAL CLASS LIFESTYLE MOTIVE
  12. 12.  For example:  The people who like to spend their leisure time at home then the firms target marketing indoor games, home theatres, e.t.c.
  13. 13. 4. BEHAVIORISTIC SEGMENTATION  Behavioristic segmentation is a segmentation in which market is divided into variables like purchase occasion, loyality rate, usage rate and benefit sought. Purchase occasion Benefit sought Loyality rate Usage rate
  14. 14.  For example:  In the case of tooth paste fresh breath, anti- cavity, whitening of teeth, good taste, and anti-decay may be the benefits. So it is the behavioristic segmentation. 

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