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    Consumer Behaviour and Market Segmentation

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    Vijesh Viju
    This document discusses market segmentation. It defines segmentation as dividing consumers into groups based on criteria like location, age, income, occupation, home ownership, needs, and purchase behaviors. The goal of segmentation is to effectively target consumers using marketing mix tools to satisfy their needs and purchase decisions. Segments can be defined geographically, demographically, socioeconomically, or based on consumer behaviors, attributes, perceptions, product usage, benefits, and media exposure.

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    Consumer Behaviour and Market Segmentation

    Uploaded by

    Vijesh Viju
    8 views12 pages
    This document discusses market segmentation. It defines segmentation as dividing consumers into groups based on criteria like location, age, income, occupation, home ownership, needs, and purchase behaviors. The goal of segmentation is to effectively target consumers using marketing mix tools to satisfy their needs and purchase decisions. Segments can be defined geographically, demographically, socioeconomically, or based on consumer behaviors, attributes, perceptions, product usage, benefits, and media exposure.

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    3,Market Segmentation

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    This document discusses market segmentation. It defines segmentation as dividing consumers into groups based on criteria like location, age, income, occupation, home ownership, needs, and purchase behaviors. The goal of segmentation is to effectively target consumers using marketing mix tools to satisfy their needs and purchase decisions. Segments can be defined geographically, demographically, socioeconomically, or based on consumer behaviors, attributes, perceptions, product usage, benefits, and media exposure.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    8 views12 pages

    Consumer Behaviour and Market Segmentation

    Uploaded by

    Vijesh Viju
    This document discusses market segmentation. It defines segmentation as dividing consumers into groups based on criteria like location, age, income, occupation, home ownership, needs, and purchase behaviors. The goal of segmentation is to effectively target consumers using marketing mix tools to satisfy their needs and purchase decisions. Segments can be defined geographically, demographically, socioeconomically, or based on consumer behaviors, attributes, perceptions, product usage, benefits, and media exposure.

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    of 12

    Consumer behaviour and

    market segmentation
    Consumer Behaviour
    What is market segmentation?
    • Segmentation is division of consumers
    based on some criteria
    Need for segmentation
    • Where do potential customers live?
    • How old are they?
    • What are there income levels
    • What are their occupations and educational
    backgrounds?
    • Are they homeowners or renters?
    • What are there needs and wants?
    • Benefits sort and problem solutions desired.
    Broad segmentation of customers
    • Business/organization consumers and
    personal use consumers.
    What is the goal of market
    segmentation?
    • Effectively use the marketing mix tools to
    satisfy consumers.
    • Determine the characteristics of consumer
    purchase decisions
    • Some product purchases are re buys,
    others are modified re buys, or new task
    buys and to identify which group that
    customer belongs to.
    What is the goal of market
    segmentation
    • Consumers are affected by both internal
    and external influences
    segmentation
    • Geographic
    • Demographics and Socioeconomic.
    • Behavioral Attribute Segmentation.
    • Other Behavioral Dimensions
    Geographic
    • Global level
    • National level
    • State level
    • Local level
    Demographics and
    Socioeconomic
    • Demographic Bases :
    1. Group1: Market size factor
    2. Group 2: Age and Stage
    3. Group 3: Men and Women
    4. Group 4: Nationality, and Religion
    Demographics and
    Socioeconomic
    • Socioeconomic Bases
    1. Group 1: The Monetary Factors
    2. Group 2: Homeownership Factors.
    3. Group 3: Social Class.
    Behavioral Attribute
    Segmentation
    • Psychographics
    • Product Usage
    • Benefits
    Other Behavioral Dimensions
    • Perceptions and preferences
    • situations-occasions
    • media exposure
    • marketing mix element segmentation

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