Basis of Market Segmentation

Segmenting Consumer Markets

1. Geographic 2. Demographic 3. Psychographic

4. Behavioural

1. Geographic
Useful for companies whose products satisfy needs that vary by region.

Major geographic segmentation : Rural and Urban

Marketing efforts depend on size of geographical markets.

2. Demographic
Demographic consumers measured, segmentation according objective to groups easily

characteristics

like age, gender, income, education etc.

3. Psychographic (Life Style + Personality)

Psychology + Demographics

Buyers

are

grouped

on

basis

of

psychological / personality traits, lifestyle,

or values.

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