MARKET SEGMENTATION

Presented by:
Gaurav
PGDM
034010
MARKETING SEGMENTATION
'Market segmentation consists oI taking the
heterogeneous market Ior a product and dividing it into
several sub-market or segments, each oI which tends to
be homogeneous in Iull signiIicant aspects.
Breaking down market into sub-group is called market
segmentation.
Deciding store
location
ADVANTAGES
Understanding
consumer
behaviour
Ueoiding retail
marketing mix
Positioning
Deciding
promotional
campagin
Deciding
merchandise
assortment
ASE STUDY
DEFINING
VARIABLE FOR SEGMENTATION
Geographic Segmentation
Demographic Segmentation
Psychographic Segmentation
Behavioral Segmentation
Geographic Segmentation
Region
ity
Area
Population
limate
DEMOGRAPHI SEGMENTATION
Age
LiIe Stages
Gender
Income
Occupation
Language
Religion
Family size
PSYHOGRAPHI SEGMENTATION
Activities
Attitudes
Interests
Opinions
Values
PRODUT BENEFIT SEGMENTATION
BeneIits sought
Brand loyalty
Occasion (stimulate purchases)
User status (potential, Iirst time, regular etc..)
IMPORTANE OF MARKET
SEGMENTATION
The market segmentation aIIords the Iollowing
advantages to the seller and producer:
1. Adjustment oI product and marketing appeals.
2. Better position to spot marketing opportunities.