Download - Base of market segmentation
BASES OF MARKET SEGMENTATION
BASEs OF MARKET SEGMENTATION
GEOGRAPHIC SEGMEMTATION
BEHAVIORISTIC SEGMENTATION
DEMOGRAPHIC SEGMENTATION
PHYCHOGRAPHIC SEGMENTATION
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
AGE
GENDER
FAMILY SIZE
INCOME
EDUCATION LEVEL
2.GEOGRAPHICAL SEGMENTATION
Geographical segmentation is basically a division of market according to different geographical units like
region neighborhood continent population
For example: indian railways segment the national market into sub regions like northern, southern, eastern, western and central railway
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
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.
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
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.