Professional Documents
Culture Documents
Segmentation of Rural Market
Segmentation of Rural Market
Segmentation of Rural Market
Market Segmentation is the process of identifying small Markets that exists within a large market .
Geographic - Rural / Urban; metropolis/city/town/village; modern retail stores/kirana stores / mandis/ haats
Demographic Age, Family Size (nuclear or joint ), gender, Income, Occupation, Education, SEC, religion, race, Nationality, social class Bases
Psychographic Use of Psychology and demographics Lifestyle (AIO) Nike, Benetton, * Personality Femina woman of substance * Values HiDesign leather accessories consumers who hold the value style and elegance in a classical sense
Behavioral Segmentation next slide
Behavioral Segmentation - based on buyers knowledge of, attitude towards, use of, or response to a product
Occasions Marriage, Birth Archies and Hallmark cards Benefits In soaps - Dettol antiseptic, Lux Beauty User Status Non users, first time users, potential users, regular user Usage rate Light users, medium users, heavy users Buyer Readiness State Cold Prospect, Hot Prospect Loyalty status Hard Core Loyals, Split Loyals, Shifting Loyals, Switchers Attitude enthusiastic, positive, indifferent, negative, hostile
Utsav Time
Asian Piants Ltd(APL) is Indias largest paints company and ranks among the top ten decorative coating companies in the world today. The company has come a long way since its small beginning in 1942. APl was the first Indian company to go rural In 1999 It launched Tractor enamel paint in rural markets, rural customers started using it to paint the horns of their bullock. APL survey the rural markets extensively with the able support of its advertising agency Ogilvy outreach. They found that there was a gap in demand in the market for paints used for houses. These were two choice available for rural people : the traditional chuan powder, which cost around Rs9 per kg and enamel paint which cost around Rs 50 per liter was very expensive for most rural customers. Chuan powder however was not long lasting . Hence APL launched Utasv distemper exclusively for rural markets in 1999. Utsav is good example of brand that used excellent STP for rural markets.
Psychographics Variables
Segmentation variables are the parameters and characteristics of people comprising total market for o product category on which can segment them into groups.
1.Measurable
Data Availability