Breaking it

Down: E ploring
Multiple Basis
for
Segmentation
 Introduction
Segmentation is the process
of dividing a market into smaller
groups of consumers with similar
needs or characteristics. It is an
essential tool for marketers to create
targeted campaigns that resonate
with their audience. In this
presentation, we will
explore multiple basis for
segmentation and how they can
be used to drive business
success.
Demographic Segmentation

Demographic segmentation
divides a market based on age,
gender, income, education,
occupation, and other
characteristics. This type of
segmentation is useful for
products that appeal to a specific
age group or gender. For
example, a company that sells
baby products would target new
parents, typically aged 25-34,
with a higher income and
education level.
Psychographic
Segmentation
Psychographic segmentation divides a
market based on personality, values,
interests, and lifestyle. This type of
segmentation is useful for products that
appeal to a certain lifestyle or personality
type. For example, a company that sells
outdoor gear would target customers who
value adventure and the outdoors, and have
an active lifestyle.
B ehavioral
Segmentation
Behavioral segmentation divides a
market based on consumer behavior,
such as buying habits, product
usage, and brand loyalty. This type of
segmentation is useful for products
that require different marketing
strategies for different usage patterns.
For example, a company that sells a
subscription service would target
customers who have a high level of
brand loyalty and frequently use the
product.
Geographic Segmentation

Geographic segmentation divides

a market based on geographical
location, such as country, region,
city, or climate. This type of
segmentation is useful for products
that are affected by regional
differences. For example, a company
that sells air conditioning units would
target customers in regions with hot
and humid climates.
 C onclusion
Segmentation is a powerful tool for marketers to create
targeted campaigns that resonate with their audience. By
using multiple basis for segmentation, companies can create
a more complete picture of their customers and tailor their
marketing efforts accordingly. Whether it's demographic,
psychographic, behavioral, or geographic segmentation, the
key is to understand your audience and deliver a message
that speaks to their needs and interests.
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