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  • Bases of Market Segmentation

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    Reshmi V Radhakrishnan
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    The document discusses various ways to segment consumer and business markets. It identifies the major segmentation variables as geographic, demographic, psychographic, and behavioral factors. For demographic segmentation, variables include age, gender, income, generation, and social class. Behavioral segmentation can use occasions, benefits, user status, usage rate, loyalty status, and attitude. Segmenting business markets may use industry, company size, location, technology used, and purchasing behaviors. Effective segmentation requires segments that are measurable, substantial, accessible, differentiable, and actionable.

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    The document discusses various ways to segment consumer and business markets. It identifies the major segmentation variables as geographic, demographic, psychographic, and behavioral factors. For demographic segmentation, variables include age, gender, income, generation, and social class. Behavioral segmentation can use occasions, benefits, user status, usage rate, loyalty status, and attitude. Segmenting business markets may use industry, company size, location, technology used, and purchasing behaviors. Effective segmentation requires segments that are measurable, substantial, accessible, differentiable, and actionable.

    Copyright:

    Attribution Non-Commercial (BY-NC)
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    164 views13 pages

    Bases of Market Segmentation

    Uploaded by

    Reshmi V Radhakrishnan
    The document discusses various ways to segment consumer and business markets. It identifies the major segmentation variables as geographic, demographic, psychographic, and behavioral factors. For demographic segmentation, variables include age, gender, income, generation, and social class. Behavioral segmentation can use occasions, benefits, user status, usage rate, loyalty status, and attitude. Segmenting business markets may use industry, company size, location, technology used, and purchasing behaviors. Effective segmentation requires segments that are measurable, substantial, accessible, differentiable, and actionable.

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    of 13

    Presentation by

    Reshmi v r
    MBA
    (FT) S2
    Roll no.30
    MAJOR SEGMENTING VARIABLES IN CONSUMER
    MARKETS ARE ,

    GEOGRAPHIC SEGMENTATION

    DEMOGRAPHIC SEGMENTATION

    PSYCHOGRAPHIC SEGMENTATION

    BEHAVIORAL SEGMENTATION
    DEMOGRAPHIC SEGMENTING VARIABLES
    AGE & LIFE CYCLE STAGE

    GENDER

    INCOME

    GENERATION

    SOCIAL CLASS
    DEMOGRAPHIC
    Age : under 6, 6-11,12-19,20-34,35-49,50-64,65+
    Family size : 1-2,3-4,5+
    Gender : male, female
    Family life cycle : young single,married no child,married
    youngest child under 6 or over,older married,no
    children under 18,older single, other.
    Generation : baby boomers,generation x
    Social class : lower lowers,upper lowers,working
    class,middle class,upper middles,lower
    uppers,upper uppers
    GEOGRAPHIC
    Density : urban,suburban,rural
    City or metro size :under 4,999 ;5000-19,999……40,00000
    PSYCHOGRAPHIC SEGMENTING
    VARIABLES
    LIFE STYLE

    PERSONALITY
    BEHAVIORAL SEGMENTING
    VARIABLES
    OCCASIONS

    BENEFITS

    USER STATUS

    USAGE RATE

    LOYALTY STATUS

    BUYER-READINESS STAGE

    ATTITUDE
    BEHAVIORAL
    Occassions : regular, special
    Benefits : quality, economy,service,speed

    User status : non user,ex-user,potential


    user,first time user,regular user

    Usage rate : light user,medium user,heavy user

    Loyalty status : none,medium,strong,absolute

    Buyer –readiness : unaware,aware,informed,interested,


    desirous,intending to buy

    Attitude : enthusiastic,positive,indifferent,
    negative,hostile
    VARIABLES FOR SEGMENTING

    BUSINESS MARKETS
    DEMOGRAPHIC
    Industry
    Company size
    Location

     OPERATING VARIABLES
    Technology
    User /non user status
    Customer capabilities
     PURCHASING APPROACHES
    Purchasing function organization
    Power structure
    Nature of existing relationships
    General purchase policies
    Purchasing criteria
    Contd…….
    SITUATIONAL FACTORS
    Urgency
    Specific applications
    Size of order
    PERSONAL CHARACTERISTICS
    Buyer-seller similarity
    Attitudes towards risk
    Loyalty
    REQUIREMENTS FOR
    EFFECTIVE SEGMENTATION
    To be useful market segments must be:,

     Measurable

    Substantial

    Accessible

    Differentiable

    Actionable
    REFERENCES
    Marketing management 9th edition –Philip kotler

    www.strategicmarketsegmentation.com

    www.scribd.com

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