JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY

KAKINADA

SCHOOL OF MANAGEMENT STUDIES

CONSUMER BEHAVIOR
BASES FOR SEGMENTATION
Presented by
V VINAY CHANDRA
19021E0065
 SEGMENTING CONSUMER MARKET
• DEMOGRAPHIC SEGMENTATION: Demographic
segmentation divides the markets into groups based on variables
such as age, gender, family size, income, occupation, education,
religion, race and nationality. Demographic factors are the most
popular bases for segmenting the consumer group.
• Age
• Gender
• Income
• Family cycle
 SEGMENTING CONSUMER MARKET
• GEOGRAPHIC SEGMENTATION: Geographic segmentation
refers to dividing a market into different geographical units such as
nations, states, regions, cities, or neighborhoods. For example,
national newspapers are published and distrib­uted to different cities
in different languages to cater to the needs of the consumers.
• Geographic variables such as climate, terrain, natural resources, and
population density also influence consumer product needs.
 SEGMENTING CONSUMER MARKET
• PSYCHOGRAPHIC SEGMENTATION: It pertains to lifestyle
and personality traits. In case of certain products buying behavior
depends on lifestyle and personality traits.
• Personality characteristics: It refers to a person’s individual
character traits, attitudes and hab­its.
• Lifestyle: Lifestyle analysis provides marketers with a broad view
of consumers because it segments the markets into groups on the
basis of activities, interests, beliefs and opinions.
 SEGMENTING CONSUMER MARKET
• Behavioural Segmentation: In behavioral segmentation, buyers are
divided into groups on the basis of their knowledge of, attitude
towards, use of, or response to a product.
• Behavioural segmentation includes segmentation on the basis:
• Ocassion
• User status
• Usage rate
• Loyalty status
THANK YOU