Market segmentation is The process of dividing a potential market into distinct subsets of consumers and selecting one or more segments as a target market to be reached with a distinct marketing mix.
Introduction to Consumer Behaviour; Consumer Behaviour
and Marketing Strategy; Consumer Involvement – Levels
of involvement, and Decision Making
Consumer Decision Process – Stages in Decision Process,
Information Search Process; Evaluative Criteria and
Decision Rules, Consumer Motivation – Types of Consumer
Needs, Ways of Motivating Consumers. Information
Processing and Consumer Perception.
Consumer Attitudes and Attitude Change; Influence of
Personality and Self Concept on Buying Behaviour,
Psychographics and Lifestyles, Impuse Buying.
Diffusion of Innovation and Opinion Leadership, Family
Decision Making, Influence of Reference Group
Industrial Buying Behaviour– Process and factors, Models
of Consumer Behaviour – Harward Seth, Nicosia, E& D,
Economic Model; Introduction to Consumer Behaviour
Audit; Consumer Behaviour Studies in India
Introduction to Consumer Behaviour; Consumer Behaviour
and Marketing Strategy; Consumer Involvement – Levels
of involvement, and Decision Making
Consumer Decision Process – Stages in Decision Process,
Information Search Process; Evaluative Criteria and
Decision Rules, Consumer Motivation – Types of Consumer
Needs, Ways of Motivating Consumers. Information
Processing and Consumer Perception.
Consumer Attitudes and Attitude Change; Influence of
Personality and Self Concept on Buying Behaviour,
Psychographics and Lifestyles, Impuse Buying.
Diffusion of Innovation and Opinion Leadership, Family
Decision Making, Influence of Reference Group
Industrial Buying Behaviour– Process and factors, Models
of Consumer Behaviour – Harward Seth, Nicosia, E& D,
Economic Model; Introduction to Consumer Behaviour
Audit; Consumer Behaviour Studies in India
The presentation gives some idea for the persons who are new to the "Marketing Research Process". It explains the entire process that is being processed in this Marketing Research Process.
A tool in Marketing Communication that manifest immediate purchase with the help of impulsive buying decision. learn about various methods of sales promotion and key techniques.
Product concept, level , classification, mix and product life cycle and its m...PROF.JITENDRA PATEL
This Presentation Discuss the first P of Marketing i.e Product. The topic covered are Product concept, level , classification, mix and product life cycle and its management.
Marketing Environment by Dr. Amitabh MishraAmitabh Mishra
•“Marketing Environment includes the actors and forces that affect management’s ability to build and maintain successful relationships with target customers”.
•These factors may be-
–Controllable: which the company can control
–Non-controllable: which the company can monitor and respond.
The presentation gives some idea for the persons who are new to the "Marketing Research Process". It explains the entire process that is being processed in this Marketing Research Process.
A tool in Marketing Communication that manifest immediate purchase with the help of impulsive buying decision. learn about various methods of sales promotion and key techniques.
Product concept, level , classification, mix and product life cycle and its m...PROF.JITENDRA PATEL
This Presentation Discuss the first P of Marketing i.e Product. The topic covered are Product concept, level , classification, mix and product life cycle and its management.
Marketing Environment by Dr. Amitabh MishraAmitabh Mishra
•“Marketing Environment includes the actors and forces that affect management’s ability to build and maintain successful relationships with target customers”.
•These factors may be-
–Controllable: which the company can control
–Non-controllable: which the company can monitor and respond.
Identifying market Segments and Targets,Identifying market Segments and Targets,Identifying market Segments and Targets,Identifying market Segments and Targets
A sales quota is a quantitative goal assigned to a sales unit relating to a particular period of time.
A sales territory represents a group of customers or markets or geographical areas
“Sales promotion are those marketing activities that provide extra value or incentives to the sales force, the distributors, or the ultimate consumer and can stimulate immediate sales”.
“Sales promotion includes marketing devices for stimulating buyer interest and product trial.”
Transportation is the operational area of logistics that
geographically moves and positions inventory. Transportation system is the physical link connecting a company with the customers, raw material suppliers, plants, ware houses and
distribution channel members. The five basic transportation modes are Rail, Highway, Water, Pipeline.
Sales forecast is about estimating future sales.
Sales forecast is an estimated unit of sales in either rupees or number of units which could be sold for a specific period of time
Better sales forecasts
Enables a company to perform better
Make more informed decisions; and
Serves as a basis for determining the short run and the long term performance of a organization
Provide inputs for expected sales for a particular company or industry
Sales organization is a part of the total organization which is given the responsibility of selling of products manufactured by a company
It is another organization within the larger organization which is given the responsibility of selling function
It involves people working together for attaining the sales objectives of the company
It is concerned with planning, organizing, leading and controlling the activities of the sales force
Sales persons follow a sequence of activities while making a sale and these may be defined as different phases followed by salesperson.
A cycle start with prospect/potential customer identification, to converting him to a customer.
The sequential order of the steps may vary across selling situations
Objectives of sales management are derived from the organizations marketing objectives.
Ultimate sales objective of an organisation is to have a decent growth in sales.
More specifically, sales management objectives can be grouped under:
Quantitative Objectives (Short-term)
Qualitative Objectives (Long-term)
Sales and Sales Management: Meaning and DefinitionAmitabh Mishra
A sale is the pinnacle activity involved in selling products/services in return for money or other compensation. It is an act of completion of a commercial activity.
Sales is everything that you do to close the sale and get a signed agreement or contract.
Product Life Cycle shows the stages that products go through from development to withdrawal from the market.
The company’s differentiation and positioning strategies must change as the product, market, competitors changes over time.
Targeting, Differentiation and PositioningAmitabh Mishra
Once the firm has identified its market segment opportunity , it has to decide how many and which one to target.
•“Market targeting is a process of evaluating the market segments and identify one or more market segments to serve”.
“Marketing Mix is set of marketing tools that the firm uses to pursue its marketing objectives in the target market”
"Marketing mix is a general phrase used to describe the different kinds of choices organizations have to make in the whole process of bringing a product or service to market”.
Companies approach and conduct business in different ways in order to achieve their organizational goals.
•Every company can have different ideas or philosophy. For example-
•A particular company can have its idea or philosophy that if the production is done on a large scale, the cost would be less and the product would be sold automatically.
Marketing is “The management process of anticipating, identifying and satisfying customer requirements profitably” (CIM, 2001).
•According to “The American Marketing Association” -“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large” (AMA, 2007).
Dr
The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
This is a presentation by Dada Robert in a Your Skill Boost masterclass organised by the Excellence Foundation for South Sudan (EFSS) on Saturday, the 25th and Sunday, the 26th of May 2024.
He discussed the concept of quality improvement, emphasizing its applicability to various aspects of life, including personal, project, and program improvements. He defined quality as doing the right thing at the right time in the right way to achieve the best possible results and discussed the concept of the "gap" between what we know and what we do, and how this gap represents the areas we need to improve. He explained the scientific approach to quality improvement, which involves systematic performance analysis, testing and learning, and implementing change ideas. He also highlighted the importance of client focus and a team approach to quality improvement.
We all have good and bad thoughts from time to time and situation to situation. We are bombarded daily with spiraling thoughts(both negative and positive) creating all-consuming feel , making us difficult to manage with associated suffering. Good thoughts are like our Mob Signal (Positive thought) amidst noise(negative thought) in the atmosphere. Negative thoughts like noise outweigh positive thoughts. These thoughts often create unwanted confusion, trouble, stress and frustration in our mind as well as chaos in our physical world. Negative thoughts are also known as “distorted thinking”.
Instructions for Submissions thorugh G- Classroom.pptxJheel Barad
This presentation provides a briefing on how to upload submissions and documents in Google Classroom. It was prepared as part of an orientation for new Sainik School in-service teacher trainees. As a training officer, my goal is to ensure that you are comfortable and proficient with this essential tool for managing assignments and fostering student engagement.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
The Art Pastor's Guide to Sabbath | Steve ThomasonSteve Thomason
What is the purpose of the Sabbath Law in the Torah. It is interesting to compare how the context of the law shifts from Exodus to Deuteronomy. Who gets to rest, and why?
2. Three Phases of Marketing Strategy
Dr. Amitabh Mishra 2
Phase 2
Target Market and Marketing Mix Selection
Phase 3
Product/Brand Positioning
Phase 1
Market Segmentation
3. Market Segmentation
• “The process of dividing a potential market into
distinct subsets of consumers and selecting one or
more segments as a target market to be reached
with a distinct marketing mix”.
Dr. Amitabh Mishra 3
4. • The breaking down or building up of potential buyers into
groups called Market Segments.
• “The process of defining and subdividing a large
homogenous market into clearly identifiable segments
having similar needs, wants, or demand characteristics
is called Segmentation. Its objective is to design a
marketing mix that precisely matches the expectations of
customers in the targeted segment”.
Dr. Amitabh Mishra 4
5. Need/Benefits of Segmentation
• Segmentation Studies discover the needs and
wants of groups of consumers to develop
specialized products to satisfy group needs.
• Segmentation Studies used to identify the most
appropriate media for advertising.
Dr. Amitabh Mishra 5
6. • It Identifies opportunities & niches for new
product development.
• It Helps design marketing programs most
effectively for reaching homogenous groups of
buyers.
• It Improves allocation of marketing resources.
Dr. Amitabh Mishra 6
7. • It helps firms to overcome competition effectively
Dr. Amitabh Mishra 7
8. Factors affecting Market
Segmentation
• Measurability
– Size, purchasing power, and
profile of segment
• Accessibility
– Can be reached and served
• Substantiality
– Large and profitable enough to
serve
• Differentiability
– Respond differently
• Actionability
– Effective programs can be
developed
MEASURABLE
ACCESSIBLE
SUSBTANTIALDIFFERENTIABLE
ACTIONABLE
Dr. Amitabh Mishra 8
9. Discussion Question
• Considering the largest bank in your
college’s city or town:
– How might consumers’ needs differ?
– What types of products might meet their needs?
– What advertising media makes sense for the
different segments of consumers?
Dr. Amitabh Mishra 9
11. Bases For Segmentation
(Consumer Market)
• Segmentation strategy begins by selecting
the bases representing the core attributes of
a group of existing or potential customers.
Dr. Amitabh Mishra 11
12. Bases for Segmentation
• Geographic
• Demographic
• Psychological
• Psychographic
• Socio cultural
• Use-Related
• Usage-Situation
• Benefit Sought
• Hybrid
Dr. Amitabh Mishra 12
13. Geographic
• Nation
• Region
• State
• City
Demographic
• Age
• Gender
• Marital
Status
• Income
• Education
• Occupation.
• Generation
Psychological
• Personality
• Motivation
• Perception
• Learning
• Attitude
Psychographic
• Lifestyle
Dr. Amitabh Mishra 13
14. Behavioral
• Occasion
• Benefits
• Readiness
stage
Socio-
cultural
• Culture
• Religion
• Subculture
• Social class
• Family life
cycle
Use related
• User Status
• Usage rate
• Awareness
status
• Loyalty
status
Usage
situation
• Time
• Objective
• Location
• Person
Dr. Amitabh Mishra 14
18. Geographic Segmentation
• “The division of a total potential market into smaller subgroups on
the basis of geographic variables is called Geographic Segmentation”.
Ex-
• Nation,
• Region,
• State, or
• City
• Where customers live determines some aspect of consumption
behavior.
Dr. Amitabh Mishra 18
19. • “The theory behind Geographic Segmentation strategy is
that people who live in the same area share similar
needs & wants and that these needs and wants differ
from those of people living in other areas”
• Ex-
– Climate determine types of Clothing.
– Preference for tea, Skin cleaner, detergent differs across the
different states of India.
– Housing societies are segmented as- LIG, MIG, HIG.
Dr. Amitabh Mishra 19
21. Demographic Segmentation
• In demographic segmentation market is divided in to groups on
the basis of variables such as-
– Age.
– Gender.
– Marital Status.
– Income.
– Education.
– Occupation.
– Generation.
Dr. Amitabh Mishra 21
22. • Demographic variables are the most popular
bases for distinguishing customer group. The
reasons are-
• Consumer’s want, preferences and usage rate are often
associated with demographic variables.
• It is easiest and most logical way to classify people.
• It is most cost effective.
Dr. Amitabh Mishra 22
23. AGE
• Products need often vary with consumer’s
age.
• Consumer’s wants and ability to pay
changes with age.
Dr. Amitabh Mishra 23
28. BABY BOOMERS
• Baby boomers is the largest Age segment of US population.
• It consist of 76 million people/consumers born between 1946
and 1964.
• They spend over 1 trillion annually , control large amount of
nation’s wealth and disposable income.
• As most of them reaching retirement age will also account for
most of the govt. expenditure on social security and medical
benefit.
Dr. Amitabh Mishra 28
29. GENDER
• Many products and services inherently designed for
either Male or Female.
• Gender segmentation has long been applied in-
– Clothing
– Hairstyling
– Cosmetics
– magazines
Dr. Amitabh Mishra 29
30. Special magazines for women, specially
designed scooter for girls.
Dr. Amitabh Mishra 30
31. Reebok produces
“Tone up” brand of
shoos for women
that help them
tone their body
Dr. Amitabh Mishra 31
Reebok Tone up
32. INCOME, EDUCATION & OCCUPATION
• Income is an indicator of the ability to pay for a product
or a specific version of a given product.
• Income segmentation is in practice for products
categories as-
– Automobiles
– Clothing
– Travel
Dr. Amitabh Mishra 32
33. • A person's occupation affects the goods and services
bought. For example-
– Blue-collar workers tend to buy more rugged work
clothes, whereas white-collar workers buy more
business suits.
– Computer software companies will design different
products for brand managers, accountants, engineers,
lawyers, and doctors.
Dr. Amitabh Mishra 33
34. Automobile companies produce different brand for
different income groups
Dr. Amitabh Mishra 34
NANO
KIZASHI
SX-4
35. Airlines offer different services for different class
of travelers
Dr. Amitabh Mishra 35
EconomyclassinaAirline
BusinessclassinaAirline
36. Indian Railways offer different services for
different class of travelers
Dr. Amitabh Mishra 36
General class
2nd sleeper class
1st class AC
1st class AC
37. Generation
• Each generation is profoundly influenced by
the time in which it grow up.
– Baby boomers (born between 1946 and 1964)
– Generation X (born between 1965 and 1981)
– Generation Y (born between 1981 and 2000)
Dr. Amitabh Mishra 37
38. BABY BOOMERS
• Baby boomers is the largest Age segment of US population.
• It consist of 76 million people/consumers born between 1946
and 1964.
• They spend over 1 trillion annually , control large amount of
nation’s wealth and disposable income.
• As most of them reaching retirement age will also account for
most of the govt. expenditure on social security and medical
benefit.
Dr. Amitabh Mishra 38
39. The Baby Boomer Experience
They were first to see walk on the moon.
They were first to experience new technologies as transistor
radios, television, mobile, space race
they saw movements like civil rights, women, environment
they saw assassinations of JFK, Robert Kennedy, Martin Luther
King
US (Woodstock, Vietnam War), India (independence),
39Dr. Amitabh Mishra
40. Baby Boomer Tendencies
• Experimental
• Individualism
• Free spirited
• Social cause oriented
40Dr. Amitabh Mishra
41. The generation X (1965-1981)
Generation X is consistently characterized by being the first American
generation to grow up as ‘latchkey kids’ having a set of parents working
outside of the home.
Generation X grew up with:
Cold war
A high divorce rate
M TV
The first wave of computers and modern technology
41Dr. Amitabh Mishra
42. Experiences of Generation X
• The Chinese government killed protesters in
Tiananmen Square.
• The U.S. stock market crashed.
• The Chernobyl nuclear accident occurred.
• The Challenger space shuttle exploded.
42Dr. Amitabh Mishra
43. Generation Y (1981-2000)
America's Generation Y has grown up around various phenomena
including-
– The Internet with online chatting,
– Wikipedia,
– YouTube and its numerous informational resources, digital video
and music,
– Underage drinking and
– iPods
43Dr. Amitabh Mishra
44. Tendencies of Generation Y
They are generally more financially savvy: saving for
retirement, and retirement benefits are very important
Employee and employer loyalty have disappeared.
Dress more casually
Members of Generation Y are characterized as being
more racially and culturally tolerant than past
generations.
44Dr. Amitabh Mishra
46. • Psychological characteristics refer to the inner
and intrinsic qualities of individual consumers.
Consumers can be segmented in terms of-
– Personality
– Motivation
– Perception
– Learning
– Attitude
Dr. Amitabh Mishra 46
47. Attitude
Attitude is defined as
a learned tendency to
respond towards
something. People’s
response towards a
product may range
from – Enthusiastic,
Positive, Indifferent,
Negative, Hostile .
47Dr. Amitabh Mishra
50. Psychographic (lifestyle) Segmentation
• Also known as Lifestyle Analysis.
• Psychographic (lifestyle) variables include
(AIOs)-
– Activities,
– Interests, and
– Opinions.
Dr. Amitabh Mishra 50
51. •As an approach to construct the psychographic
profile, AIO research seeks consumer’s
responses to a large number of statements that
measure activities, interest and opinion.
Dr. Amitabh Mishra 51
52. AIO Inventories
Dr. Amitabh Mishra 52
AIO studies envisage a wide variety of variables
and measures the major dimensions shown
Activities
(statements related
to)
Interests
(statements related
to)
Opinions
(statements related
to)
Demographics
(statements related
to)
Work Family Themselves Age
Hobbies Home Social Education
Social events Job Politics Income
Vacation Community Business Occupation
Entertainment Recreation Economics Family size
Club member Fashion Education Geography
Community Food Products City size
Shopping Media Future Lifecycle
Sports Achievements Culture Dwelling
53. Example
• Table below presents a portion of
psychographic inventory designed to gauge
“techno-road-warriors,” business people
who spend high percentage of their
workweek on the road, equipped with
laptops, cellular, electronic organizers.
Dr. Amitabh Mishra 53
54. A portion of AIO Inventory used to identify
“Techno-road-warriors”
Dr. Amitabh Mishra 54
Instructions: Please read each statement and place an “x” in the box that best indicates how
strongly you “agree” or “disagree” with the statement.
I feel that my life is moving faster and faster,
sometimes just too fast.
If I could consider the “pluses” and “minuses,”
technology has been good for me.
I find that I have to pull myself away from e-mail.
Given my lifestyle, I have more of a shortage of
time than money.
S
I like the benefits of the Internet, but I often don’t
have the time to take advantage of them.
[1] [2] [3] [4] [5] [6] [7]
[1] [2] [3] [4] [5] [6] [7]
[1] [2] [3] [4] [5] [6] [7]
[1] [2] [3] [4] [5] [6] [7]
[1] [2] [3] [4] [5] [6] [7]
Agree
Completely
Disagree
Completely
56. Socio-Cultural Segmentation
• Sociological (group) and Anthropological (cultural)
variables i.e Socio-Cultural variables provide further
base for market segmentation.
1. Culture
2. Subculture
3. Religion
4. Social class
5. Stages in Family life cycle
Dr. Amitabh Mishra 56
57. Culture
• Culture is the sum total of learned beliefs, values, and customs
that serve to direct the consumer behavior of members of a
particular society.
• Culture is the accumulation of shared meanings, rituals, norms,
and traditions among the members of an organization or society
and determines:
– Overall priorities consumer attaches to different activities and products
– Success or failure of specific products and services
Dr. Amitabh Mishra 57
58. Dr. Amitabh Mishra 58
TRADITIONAL AFRICAN DRESS
TRADITIONAL CHINESE DRESS
TRADITIONAL CHINESE FOOD
TRADITIONAL CHINESE FOOD
59. Subculture
• “ A distinct cultural group that exists as an identifiable
segment within a larger, more complex society/culture”
• “Subculture is any cultural patterning that preserves
important features of the dominant culture/society but
provides for values, norms, and behaviors of its own”.
Dr. Amitabh Mishra 59
60. • Every consumer belongs to many subcultures. Some important types of
sub cultural are:
1. Nationality
2. Ethnicity
3. Age
4. Geographic region
5. Religion
6. Racial
Dr. Amitabh Mishra 60
61. Dr. Amitabh Mishra 61
People from different geographical region may have different choices for products/services
AMITABH MISHRA, ASTT PROFF- AIMT,
GR. NOIDA
61
ASAMEES DRESSTAMIL DRESS KASHMIRI DRESS
People from different religion may have different choices for products/services
62. • There are 15 major languages spoken in
India.
Dr. Amitabh Mishra 62
E TV BANGLA E TV TELGU
People speaking different language may have different choices for many products/services
63. SOCIAL CLASS
• “Social class implies the hierarchy in which
individuals in a same class has the same degree of
status, whereas members of other class have either
higher or lower status”.
• Consumers in different social class vary in terms of
values, products preferences and buying habits.
Dr. Amitabh Mishra 63
64. • People in the same social class tend to have-
– Similar occupations,
– Similar income levels,
– similar lifestyles
– Share common tastes in clothes,
– Share common tastes decorating styles, and
leisure activities.
– equal social standing in the community.
Dr. Amitabh Mishra 64
65. FAMILY LIFE CYCLE
• This segmentation is based on premise that
many families pass through similar phases in
their formation, growth and final dissolution.
• At each stage, the family unit needs different
products and services.
Dr. Amitabh Mishra 65
66. Stages in Traditional Family Life Cycle
Bachelor hood
Honeymooners
Parent hood
Post-Parent hood
Dissolution
Dr. Amitabh Mishra 66
67. Family Life Cycle Advertising
Dr. Amitabh Mishra
Video cameras are
often purchased
by young
couples with
children.
69. • Such segmentation categorize product,
service or brand usage characteristic, such
as-
1. Rate of Usage
2. User status
3. Awareness Status
4. Brand Loyalty Etc.
Dr. Amitabh Mishra 69
70. Rate of Usage
• Customers can be segmented on the basis of usage rate of a product
category.
a) Heavy users
b) Medium users
c) Light users &
d) Non-users
• The profiling of heavy users allows this group to receive most marketing attention
(particularly promotion efforts) on the assumption that brand loyalty among these
people will pay heavy dividends.
Dr. Amitabh Mishra 70
72. User status
• Every product has its-
a) Nonusers,
b) Ex-users,
c) Potential users,
d) First-time users and
e) Regular users.
Dr. Amitabh Mishra 72
73. A company cannot always rely on the regular
users, it has to attract the other types as well.
The key too attracting potential users, or
possibly, even non-users, is understanding the
reasons due to which they are not using your
product.
Dr. Amitabh Mishra 73
74. Brand Loyalty
• Consumers can be divided in to 4 groups according
to brand loyalty status-
a) Hard core loyal (Who buy one brand all the time)
b) Split loyal (Who are loyal to two or three brands)
c) Shifting loyal (Shift from one brand to another brand)
d) Switchers (Show no loyalty toward any brand)
Dr. Amitabh Mishra 74
75. • Marketers often try to identify characteristics of their
brand loyal customers so that they can direct their
promotional efforts to people with similar characteristics
in larger population.
Dr. Amitabh Mishra 75
76. J &J enjoys huge no. of hardcore loyal
consumers.
Dr. Amitabh Mishra 76
78. • Occasions or Situations often determines
what consumers will purchase or consume.
• The consumers are Segmented on the basis of
special occasions or situations. like-
– Time of consumption.
– Objective of consumption.
– Location of consumption.
Dr. Amitabh Mishra 78
83. Benefit Segmentation
• “Segmenting on the basis of the most important and
meaningful benefit of the product or services that
will be most meaningful to the consumers”.
• Benefit segmentation can be used to position
various products with in the same product category.
Dr. Amitabh Mishra 83
84. • people buy something because it causes a benefit to
them.
Dr. Amitabh Mishra 84
ANS:- Whiter teeth,
QUES:- What benefit HAPPYDENT is
offering
85. Dr. Amitabh Mishra 85
less sugar, lose weight zero sugar, high energy
Healthy fruit juice
Sweetness without drawbacks of sugar
QUES:- What benefit following brands are offering
88. • “Marketers commonly segment the market by
combining several segmentation variables
rather than relying on a single segmentation
base”.
– Psychographic-Demographic Profiles
– Geo-demographic Segmentation
– SRI Consulting's VALS
Dr. Amitabh Mishra 88
89. Psychographic-Demographic Profiles
• Psychographic(lifestyle) and Demographic Profiles are highly
complementary approaches that work best when used together.
• Psychographic-Demographic Profiling has been widely used in the
development of advertising campaign to answer three questions:
– Whom should be targeted?
– What should we say?
– Where should we say it?
Dr. Amitabh Mishra 89
90. Geo-demographic Segmentation
• Geo-demographic segmentation was first developed
in the USA and UK some twenty years ago.
• It refers to “segmenting the population by
recognizing that people generally live in close
proximity to other people who are demographically
similar”
Dr. Amitabh Mishra 90
91. • “Geo-demographic is a hybrid segmentation
scheme based on premise that people who
live close to one another are likely to have
similar financial means, tastes, preferences,
lifestyle, consumption habit”.
“Birds of a feather flock together”
Dr. Amitabh Mishra 91
92. • The primary commercial use of this technique in US
was Claritas PRIZM NE classification.
• It is a widely used customer segmentation system
for marketing in the United States.
• The Claritas PRIZM NE system categorizes U.S.
consumers into 14 distinct groups and 66
demographically and behaviorally distinct types, or
"segments,”.
Dr. Amitabh Mishra 92
93. Few among them are-
01 Upper Crust
02 Blue Blood Estates
03 Movers & Shakers
04 Young Digerati
05 Country Squires
06 Winner's Circle
07 Money & Brains
08 Executive Suites
09 Big Fish, Small Pond
10 Second City Elite
11 God's Country
12 Brite Lites, Li'l City
13 Upward Bound
14 New Empty Nests
15 Pools & Patios
Dr. Amitabh Mishra 93
94. Movers & Shakers
• Movers & Shakers is home to America's up-and-coming business
class: a wealthy suburban world of dual-income couples who are
highly educated.
• They are typically between the ages of 35 and 54 and often with
children.
• Given its high percentage of executives and white-collar
professionals, there's a decided business bent to this segment:
Movers & Shakers rank number one for owning a small business
and having a home office.
Dr. Amitabh Mishra 94
95. New Empty Nests
• With their grown-up children recently out of the house,
New Empty Nests is composed of upscale older
Americans who pursue active-and activist-lifestyles.
• Nearly three-quarters of residents are over 65 years old,
but they show no interest in a resthome retirement.
• This is the top-ranked segment for all-inclusive travel
packages; the favorite destination is Italy.
Dr. Amitabh Mishra 95
96. Boomtown Singles
• Affordable housing, abundant entry-level jobs and a
thriving singles scene-all have given rise to the
Boomtown Singles segment in fast-growing satellite
cities.
• Young, single and working-class, these residents
pursue active lifestyles amid sprawling apartment
complexes, bars, convenience stores and
laundromats.
Dr. Amitabh Mishra 96
97. Bedrock America
• Bedrock America consists of young, economically challenged
families in small, isolated towns located throughout the nation.
• With modest educations, sprawling families and blue-collar jobs,
many of these residents struggle to make ends meet.
• One quarter live in mobile homes. One in three haven't finished
high school.
• Rich in scenery, Bedrock America is a haven for fishing, hunting,
hiking and camping.
Dr. Amitabh Mishra 97
98. SRI Consulting’s VALS System
•VALS segmentation combining Values and Lifestyle.
•The VALS theory and database were first applied to markets in 1978.
•VALS segmentation classify the American adult population in to 8 distinct segments.
1. Actualizers
2. Fulfilleds
3. Achievers
4. Experiencers
5. Believers
6. Strivers
7. Makers
8. Strugglers
Dr. Amitabh Mishra 98
100. • When we examine the diagram from left to right there are 3
three primary motivations-
– Ideals motivated (these consumer segments are guided by
knowledge and principals)
– Achievement motivated (these consumer segments are looking
for products that demonstrate success to their peers)
– Self-expression motivated(these consumer segments desire
social or physical activity , variety and risk)
Dr. Amitabh Mishra 100
101. • From top to bottom the diagram reveals a
kind of continuum in terms of
– Resource &
– Innovation.
• On the top high resource and high
innovation.
• On the bottom low resource and low
innovation.
Dr. Amitabh Mishra 101
102. Innovators
Innovators are usually
successful, sophisticated, active,
“take charge” people with a
high self esteem.
Their purchases often reflect
cultivated tastes for relatively
upscale, niche oriented
products and services.
Here we’re considering the
niche market of upscale
segmentation by technology
adaptation.
Dr. Amitabh Mishra 102
103. Thinkers (motivated by ideals; high resources)
• They’re mature, satisfied, and
reflective people motivated by
ideals and who value order,
knowledge, and responsibility.
• They tend to be educated and
actively seek information in
decision making
• They seek durability,
functionality, and value in
products.
Dr. Amitabh Mishra 103
105. Believers (Motivated by ideals; low
resources
• They’re conservative,
conventional, and strongly
traditional people with concrete
beliefs.
• Believers are slow to change and
technology averse .
• Believers choose familiar
products and established brands
Dr. Amitabh Mishra 105
106. • Here we consider
Bisleri. As one of the
world’s most trusted
brands.
Dr. Amitabh Mishra 106
107. Achievers (Believers (Motivated by
achievements; high resources)
• Achievers are successful, goal oriented people who focus on career and
family.
• They favour premium products that demonstrate success to their peers.
• In this segment we can consider most of the premium timeless luxury
watches, such as-
– Rolex,
– TAG Heuer, and
– Omega.
Dr. Amitabh Mishra 107
108. Experiencers
Innovators are the
young, enthusiastic,
susesful, impulsive
people who seek
variety and
excitement. They
spend a
comparatively high
proportion of
income on fashion,
entertainment, and
socializing.
Dr. Amitabh Mishra 108
109. Strivers
They’re trendy fun loving
people who are resource
constrained. They favour
stylish products that
emulate the purchases of
those with greater
material wealth. They
favour stylish products
that emulate the
purchases of those with
greater material wealth
Dr. Amitabh Mishra 109
111. Survivors
They’re elderly,
passive people
concerned
about change
and loyal to
their favourite
brands.
While to the
consumers it's
a beacon of
faith and trust,
competitors
look upon
them as an
example of
marketing
brilliance.
Dr. Amitabh Mishra 111
113. Major Segmentation Variables
for Business Markets
• “Industrial market segmentation is a scheme for
categorizing industrial/business customers to guide
strategic and tactical decision-making”.
• Segmenting industrial markets is different and more
challenging because of greater complexity in buying
processes, buying criteria, and the complexity of industrial
products and services themselves.
Dr. Amitabh Mishra 113
114. • Major segmentation variables for Business Market are-
– Demographic
– Operating Variables
– Purchasing Approaches
– Situational factors
– Buyers’ personal characteristics
Dr. Amitabh Mishra 114
115. Demographic
• Industry (Which industries should we serve?)
• Company size (What size companies should we
serve?)
• Location (What geographical areas should we
serve?)
Dr. Amitabh Mishra 115
116. Operating Variables
• Technology (What customer technologies should
we focus on?)
• User/Nonuser status (Should we serve heavy
users, medium users, light users, or nonusers?)
• Customer capabilities (Should we serve customers
needing many or few services?)
Dr. Amitabh Mishra 116
117. Purchasing Approaches
• Purchasing-function organization (Should
we serve companies with highly centralized
or decentralized purchasing organizations?)
• Power structure (Should we serve
companies that are engineering dominated,
financially dominated, and so on?)
Dr. Amitabh Mishra 117