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Market segmentation is a process
of dividing potential market in to
sub-markets of consumer need
Minimise aggregation risk
Helps to know company capability
Provide opportunity to expend market
Helps to creating innovation
Creates gain to consumer
Measurable and obtainable
Bases of Market Segmentation
Region= North, East, West, South, central,
City Size = Metro Politian cities, Small cities,
Density of area = Urban, Semi-Urban, Rural
Climate = Hot, Humid, Cold, Rainy
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.
Life style = conservative, Liberal, Health and fitness, status-seekers.
Social class = Lower class, Lower- Middle class, Middle class, Rich
Cultural = Indian royal, south Indian, Hindu culture ,
Personality = Extroverts , Introverts, Aggressive,.
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.
CUSTOMERS VELUE= Net present value of
Annual value from customers*Number
of years of association-cost of acquiring the
Text book- Marketing Management, By Dr.
T.N chhabra @ Dr. S.K grover