Market Segmentation

Market Segmentation is the subdividing of customers into homogenous sub-set of customers where any sub-set may conceivably selected as market target to be reached with distinct Marketing Mix Philip Kotler

Market Segmentation By Descriptors

Market segmentation by descriptors

Descriptors are customer characteristics that are significant enough to divide your market. You dont use all the descriptors, but you may use one or two together from the following list:

Behavioral: Grouping customers by product usage (light, medium, heavy users), brand loyalty (none, medium, high), and type of user

Decision makers: Grouping customers based on who decides to purchase your product

Demographic: Grouping customers by age, income level, gender, family size, religion, race, nationality, primary language, and so on

Market Segmentation By Descriptors

Distribution: Grouping customers based on where they go to

purchase your product, such as in store, online, or through the

catalog

Geographic: Grouping customers by area, such as regions of the

country or state and urban or rural

Psychographic: Grouping customers into cultural clusters, social sets, lifestyle, and personality type

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