base of market segmentation
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BASES OF MARKET SEGMENTATION
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BASEs OF MARKET SEGMENTATION
GEOGRAPHIC SEGMEMTATION
BEHAVIORISTIC SEGMENTATION
DEMOGRAPHIC SEGMENTATION
PHYCHOGRAPHIC SEGMENTATION
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1. DEMOGRAPHIC SEGMENTATION
DEMOGRAPHIC SEGEMENTATION REFERS TO SEMENTATION IN WHICH WE STUDY ABOUT
THE SEGMENTATION BASED ON THE FOLLOWING:-
1.AGE 2.GENDER
3.FAMILY SIZE 4.INCOME
5.EDUCATION LEVEL
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AGE
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GENDER
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FAMILY SIZE
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INCOME
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EDUCATION LEVEL
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2.GEOGRAPHICAL SEGMENTATION
Geographical segmentation is basically a division of market according to different geographical units like
region neighborhood continent population
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For example: indian railways segment the national market into sub regions like northern, southern, eastern, western and central railway
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PSYCHOGRAPHIC SEGMENTATION
Psychographic segmentation is the segmentation in which buyers are grouped according to variables such as social class, lifestyle and motive.
SOCIAL CLASS
LIFESTYLE
MOTIVE
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For example: The people who like to spend their
leisure time at home then the firms target marketing indoor games, home theatres, e.t.c.
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4. BEHAVIORISTIC SEGMENTATION
Behavioristic segmentation is a segmentation in which market is divided into variables like purchase occasion, loyality rate, usage rate and benefit sought.
Purchase
occasion
Benefit
sought
Loyality
rate
Usage rate
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For example: In the case of tooth paste fresh breath,
anti- cavity, whitening of teeth, good taste, and anti-decay may be the benefits. So it is the behavioristic segmentation.