This document discusses market segmentation. It defines market segmentation as dividing a market into subgroups with distinct needs or behaviors that may require separate products or marketing strategies. Segmenting a market has benefits like efficient use of resources, better understanding of customer needs, and accurate goal measurement. Successful segmentation requires the segments to be identifiable, accessible, responsive, sizable, and measurable. The document outlines various bases for segmentation, including geographic, demographic, psychographic, and behavioral factors. It provides examples to illustrate each segmentation type.

1. MARKETING MANAGEMENT
Market Segmentation:-
Unit – 1, Chapter – 2:
Prepared by:
Siddhraj Chauhan
Jayendra Kapadiya

2. Market Segmentation
Contents include:
1. What is Market Segmentation ?
2. Need for Segmenting Market.
3. Criteria for Successful Segmentation.
4. Segmenting Consumer Market.

3. * What is Market Segmentation ?
According to Philip Kotler, “Market Segmentation is the
process of dividing a market into distinct subgroups of
consumers with distinct needs, characteristics or
behaviour, who might require separate products or
marketing mixes.”

4. Need for Segmenting Market:
1. Efficient use of marketing resources.
2. Better umderstanding of consumer
needs
3. Better understanding of the
competitive situation.
4. Accurate measurement of goals and
performance.

5. Criteria for Successful Segmentation:
1. Identity
2. Accessibility
3. Responsiveness
4. Size
5. Nature of Demand
6. Measurability

6. Bases for Market Segmentation
* Geographic Segmentation:
• Nations
• Regions
• States
• Cities
• Urban
• Rural
• Semi-urban
• Neighbourhoods
E.g. Woollen clothes sold in
North India, PCs & Laptops sold in
Cities, Tractors & Fertilizers sold
in Rural areas…

7. * Demographic Segmentation:
 Age
 Gender
 Family Size
 Family life cycle
 Income
 Occupation
 Merital Status
 Religion
 Education
 Race
 Generation
 Nationality
E.g. Garments-Children's, Women's, Men’s
Cosmetics & toiletries-Beauty aid for women & shaving aid
for men
Airlines-Economy class, Club/Executive class
Fridge-Size like 200,250,300 litres for different family size

8. * Psychographic Segmentation:
 Social Class
 Life style
 Personality
 Spiritual Status
 Feelings
 Values
 Attitude
E.g. Coke & Pepsi-Popularity in Villages
Titan Watches-FastTrack meant for teenagers for casual, stylish look
Mercedes Benz-Social & Elite Status

9. * Behavioural Segmentation:
 Knowledge
 Preference
 Attitude
 Brand Loyalty
 Moral
 Response
 Uses
 Price Sensitivity
E.g. Occasions-Jewellery & Saris on Festival & Wedding
Benefits-Fortuner Car, Creta car

10. Thank you