Types of market segmentation:

1. Geographic segmentation
2. Demographic segmentation
3. Psychographic segmentation
4. Behavioral segmentation
Geographic-

Geographical Segmentation:

Dividing the markets into different geographical locations.

Geographical Ease of Availability Financial Financial Knowledge Preferred Access to Adults
location Access to of knowledge inclusion of Service Smartphone living in
financial Mobile operating provider rural areas
institutions network an APP

Urban Very high Very high High Very high Very High FB travel Very High
groups and
travel
agencies
Sub urban Moderate High Moderate Moderate High FB travel High
groups and
travel
agencies
Rural Very high Low Low Low Very low ------ Very low

Geographical All adults Women Adults Young Adults Saved at a Borrowed

location belonging adults (% living in financial from a
to poorest ages 15- rural areas institution financial
40% 24) institution

Urban Very high Very high High Very high Very High FB travel Very High
groups and
travel agencies

Sub urban Moderate High Moderate Moderate High FB travel High

groups and
travel agencies

Rural Very high Low Low Low Very low ------ Very low
All adults

Women

Adults belonging to poorest 40%

Young adults (%

ages 15-24)

Adults living in rural areas

Table 4: Comparative picture of Financial Inclusion in South Asia

Sri South
Afghanistan Bangladesh India Nepal Pakistan
Lanka Asia
Account (% age 15+)

All adults 14.9 50.0 79.9 45.4 21.3 73.6 69.6

Women 7.2 35.8 76.6 41.6 7.0 73.4 64.1
Adults belonging to
13.8 40.1 77.1 37.9 14.2 70.6 65.6
poorest 40%
Young adults (%
9.8 41.0 71.4 39.3 14.9 76.6 60.1
ages 15-24)
Adults living in
15.3 49.9 79.3 43.0 18.8 72.8 69.2
rural areas
Mobile money account (% age 15+)
All adults 0.9 21.2 2.0 -- 6.9 2.4 4.2

Savings in the past year (% age 15+)

Saved at a financial
3.7 9.9 19.6 17.1 6.1 28.8 17.2
institution
Credit in the past year (% age 15+)
Borrowed from a
3.3 9.1 6.6 13.4 2.3 14.8 6.6
financial institution
Indicators on Financial access & Usage (Population >15Y) 2014 (%) 2017 (%)

Account 31.0 50.0

Financial institution account 29.1 41.0
Mobile money account 2.7 21.2
Made or received digital payments 7.4 34.1
Saved at a financial institution 7.4 9.9
Borrowed from a financial institution or used a credit card 10.0 9.2

Account, by individual characteristics (Population >15Y) 2014 (%) 2017 (%)

Women 26.4 35.8

Adults belonging to the poorest 40% 23.0 40.1
Adults out of the labor force 24.3 38.4
Adults living in rural areas 29.6 49.9

Snapshot of Financial Service Access Points in Bangladesh

Number of Bank Branches including Head Offices, Islamic Windows 10,286
and SME service
Number of ATMs 10,180
Number of Agent Banking Outlets 6,933
Number of MFS Agents 919,191
Number of POS 44,654
Number of MFI Branches 18,196
Data Source: Websites of BB, MRA and Department of Cooperatives