Consumer Behavior Analysis, Segmentation, demographic segmentation

1. SubmittedBy- • Mustahid Ali • Soumya Mukherjee • Bhavesh Bhansali • Sachin Pratap Singh • Nivedita SubBaram • Megha Malviya

5.  Age  Some products are marketed to specific age groups

6. Dr. Rosenbloom  Income Level  Some products are marketed to consumers with different income levels

7.  Family  Some products are marketed to consumers with special family consideration  Family Life Cycle  Bachelor, marriage, married with children, retired, etc.

8.  Education  Some products are marketed to consumers with certain educational levels

9.  Ethnicity  Some products are marketed to consumers from specific ethnic backgrounds

10.  Region  Size of metropolitan area  Population density  Climate

11.  Markets can be segmented by how often or how heavily consumers use a specific product  80/20 Principle - 80% of revenue generated by 20% of customers Light Users Heavy Users

12. Grouping customers together based on: Social class Lifestyles Psychological characteristics (attitudes, interests and opinions)

13.  1) Focus of the Company  2) Increase in competitiveness  3) Market expansion  4) Increases profitability

14.  1) Segments are too small  2) Consumers are misinterpreted  4) There are too many brands  3) Costing is not taken into consideration

15. Effective Segmentation Criteria Measurable Accessible Actionable Substantial Differentiable

16. Lets take an example to illustrate Segmentation:

17. Too much Work Pressure Do not differentiate among products/Services Usually Wants a way out Are not Brand Loyalists Price not an issue Mr/Ms Tender Not too much Work Pressure Differentiates among products/Service Takes Care before selecting a Product/Service Are Brand Loyalists Price may or may not be an issue Segmentation

18. The High school Diva Image and Look Conscious Differentiates among products/Service Takes Care before selecting a Product/Service Nothing better than being Popular Price may or may not be an issue The Geeky Geeks Differentiates among products/Service Takes Care before selecting a Product/Service Loves to play around with new Softwares Love Comics Price may or may not be an issue

19. Advertisers Differentiates among products/Service Takes Care before selecting a Product/Service Price not be an issue In the Rush for Promoting Good Revenue Generator Busy Bee 27% High School Diva 23% Advertiser 23% Mr/Ms Tender 18% Geeky Geek 9% Strenth (%)

20. Age (Years) Sex Care Quotient Narcissism Work Level Tech Savvy Occasion Driven Segment Attractivenes s Busy Bees 30-50 Male Low Low/Medium Very High High Very High Very High Low Mr/Ms Tender 20-40 F/M Very High Low High/Medium Medium High High Medium The High School Diva 16-23 Female High Very High Low High Medium Very High High The Geeky Geeks 17-25 Male Medium/Low Low/Medium Low Very High Low High High Advertisers 25+ M/F High Medium/High High/Medium High Very High High Low

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Consumer Behavior Analysis, Segmentation, demographic segmentation

Consumer Behavior Analysis, Segmentation, demographic segmentation

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