This document discusses market segmentation. It defines market segmentation as dividing a large homogeneous market into identifiable segments with similar needs, wants, or demands. It identifies four types of market segmentation: geographic, demographic, sociographic, and psychographic. The document notes that market segmentation allows companies to target specific customer categories more effectively and efficiently, and to divide marketing workload.

1. PRESENTED BY :-
 Rabindra Saha
 Mohit Nagal
 Swarnima Gaur
 Ankur Agrawal

2. The process of
DEFINING and
SUBDIVIDING a large
Homogenous market
into clearly
identifiable
segments having
similar NEEDS
WANTS or DEMAND

3.  To capture a particular category or set of
market more effectively & efficiently
 To divide the load of target amongst the
work force
 To focus on the test and preference related to
the customer of a particular segment

5.  GEOGRAPHIC
 DEMOGRAPHIC
 SOCIOGRAPHIC
 PSYCHOGRAPHIC

6.  —Urban / Rural : Accordingly, marketing
strategies must be designed depending upon
their likes, dislikes, moods, preferences,
fashions and buying habits.
 —Locality : There are differences in terms of
buying patterns of people residing at Parel
and Parle, within a city like Mumbai.

7.  AGE
 GENDER
 INCOME
 EDUCATION
 FAMILY SIZE

8.  Cultural Influences
 Influence of Social Class
 Influence of Reference Groups

9.  Life-Style
 Personality

10.  Focus of the Company
 Increase in competitiveness
 Market expansion
 Customer retention

11.  Consumers are misinterpreted
 Costing is not taken into consideration
 There are too many brands
 Consumer are confused

12. Queries and Suggestions