CONSUMER BEHAVIOR
Group 1
Himanshi Sharma, Shivangi Singh, Shivi Gautam,
Shubham Gupta1, Abhishek Choudhary

QUESTION
What is market segmentation?
How is the practice of market
segmentation related to the
marketing concept?

Market Segmentation
 Market segmentation is the process
which divides the complete market set up
into smaller subsets comprising of
consumers with a similar taste, demand
and preference.

Bases for Segmentation
 Demographics:
It refers to ethnicity, gender, age, religion,
income and family size.
 Geographic:
If you segment your market geographically,
you look at regional characteristics,
population density and sometimes even
climate as common influences on your
potential customers.

 Behavioral:
A market can be segmented according to
behavioral characteristics. These include
the loyalty to a brand, rate of usage and
purchases brought on by holidays and
events.
 Psychographic:
An audience that's segmented
psychographically may share lifestyle
variables such as opinions, values, activities
and interests.

Q. How it is related to marketing concept?
 Market Segmentation helps the marketers to devise
appropriate marketing strategies and promotional
schemes according to the tastes of the individuals of
a particular market segment.
 Organizations can reach a wider audience and
promote their products more effectively.
 The segmentation process goes a long way in
influencing the buying decision of the consumers.
 Market segmentation helps the organizations to
target the right product to the right customers at the
right time.

THANK YOU