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Market segmentation

MARKETING SEGMENTATION

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Market segmentation

  1. 1. Market segmentation is a process of dividing potential market in to sub-markets of consumer need and characteristics
  2. 2. Minimise aggregation risk Helps to know company capability Provide opportunity to expend market Helps to creating innovation Creates gain to consumer
  3. 3. Measurable and obtainable Substantial Accessible Differentiable Actionable General consideration
  4. 4. Bases of Market Segmentation
  5. 5.  Region= North, East, West, South, central, costal, hilly  City Size = Metro Politian cities, Small cities, Town  Density of area = Urban, Semi-Urban, Rural  Climate = Hot, Humid, Cold, Rainy
  6. 6. Age = 0-5, 6-12, 13-18 , 18-34, 34-49, 50+ Sex = Male/ Female Marital Status = Married/ unmarried Income = Under 20,000, Rs.20,000- 50,000 Rs. 51,000- 99,000 Rs1,00,000- 2,00,000 Rs. Over 2,00,000. Family size = 1, 2-3, 4-5, 5+ Education = Primary, Secondary, Senior secondary, university Religion = Hindu, Muslim, Sikh, Christian, Others. Nationality = Indian, NRI, Expatriates from other country.
  7. 7. Life style = conservative, Liberal, Health and fitness, status-seekers. Social class = Lower class, Lower- Middle class, Middle class, Rich class. Cultural = Indian royal, south Indian, Hindu culture , Personality = Extroverts , Introverts, Aggressive,.
  8. 8. Needs- motivation = safety, security, affection, sense of self worth. Perception = Low Risk, Moderate Risk, High Risk. Learning Involvement = Low Involvement, High Involvement. Attitude = Positive, Natural, Negative. Occasions = Regular Occasions, Special Occasions.
  9. 9. CUSTOMERS VELUE= Net present value of customer Annual value from customers*Number of years of association-cost of acquiring the customer
  10. 10. Undifferentiated Marketing Differentiated Marketing Concentrated Marketing
  11. 11.  www.google.com  www.wikipedia.com  www.investopedia.com  Text book- Marketing Management, By Dr. T.N chhabra @ Dr. S.K grover

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