8. Figure 3.1 Bases for Market Segmentation Slide 3-7
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11. Geographic Segmentation The reason why we study geographic segmentation is because WHERE people live has a big effect on their consumption patterns. Additionally, WHERE people live in a city is also a reflection of their income level and we can make certain assumptions about their ABILITY TO SPEND. This helps people plan store locations and the location of other services .
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17. income Segmenting markets on the basis of income and expenditure patterns. Income is possibly the most common basis for segmentation Upper High Class High Class Uper Middle Class Middle Class Lower Middle Class Toyota • Lexus for high end • Camry for the middle of the roaders • Corolla for low end HUL soaps - Dove for high end, Hamam
18. Psychographic Segmentation “ The use of psychological attributes, lifestyles and attitudes in determining the behavioral profiles of different customers”
19. Psychographic Segmentation Psychographic profiles on a target market segment are obtained by doing a lot of questionnaires and surveys to ask people if they agree/disagree with certain statements made about particular activities, interests or opinions AIO - activities, interests, and opinions
20. Behavioural Segmentation On the basis of occasions, product usage, benefits sought, brand loyalty Occasions • Y2K Cruises • Hallmark Cards • a greeting card for every occasion - Valentine’s Day Card, Deepavali card
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