1. BASES OF
MARKET
SEGMENTATION

2. BASEs OF MARKET
SEGMENTATION
GEOGRAPHIC
SEGMEMTATION
BEHAVIORISTIC
SEGMENTATION
DEMOGRAPHIC
SEGMENTATION
PHYCHOGRAPHIC
SEGMENTATION

3. 1. DEMOGRAPHIC
SEGMENTATIONDEMOGRAPHIC SEGEMENTATION REFERS TO
SEMENTATION IN WHICH WE STUDY ABOUT
THE SEGMENTATION BASED ON THE
FOLLOWING:-
1.AGE
2.GENDER
3.FAMILY SIZE
4.INCOME
5.EDUCATION LEVEL

4. AGE

5. GENDER

6. FAMILY SIZE

7. INCOME

8. EDUCATION LEVEL

9. 2.GEOGRAPHICAL SEGMENTATION
 Geographical segmentation is basically a
division of market according to different
geographical units like
 region
 neighborhood
 continent
 population

10.  For example: indian railways segment the
national market into sub regions like
northern, southern, eastern, western and
central railway

11. PSYCHOGRAPHIC SEGMENTATION
 Psychographic segmentation is the
segmentation in which buyers are grouped
according to variables such as social class,
lifestyle and motive.
SOCIAL CLASS
LIFESTYLE
MOTIVE

12.  For example:
 The people who like to spend their leisure
time at home then the firms target marketing
indoor games, home theatres, e.t.c.

13. 4. BEHAVIORISTIC SEGMENTATION
 Behavioristic segmentation is a segmentation
in which market is divided into variables like
purchase occasion, loyality rate, usage rate
and benefit sought.
Purchase
occasion
Benefit
sought
Loyality
rate
Usage
rate

14.  For example:
 In the case of tooth paste fresh breath, anti-
cavity, whitening of teeth, good taste, and
anti-decay may be the benefits. So it is the
behavioristic segmentation.
