Income is also one of the vital bases of segmentation. Marketer can segment based on Income leveland position its products to target specific income group. For Instance HUL targets Lower Incomegroup with Life Buoy and Liril; Middle Income group with Lux and Higher Income group with Dove.This segmentation is also used in case of price differentiation between discounted stores andpremium stores. Pantaloons have a Showroom targeting higher segment and Factory Outlets tocater needs of lower income.
Consumer eats food, wears clothes and uses products based in his social class to. A manager wearsluxury suits, drives in a Mercedes and uses Gucci Perfumes and a Labour wears cheaper clothes,rides bikes and scooters and uses talcum powder. Thus customer can be segmented based on rolesplayed by them and their social status.
Gender becomes one of the most important parameter of segmenting markets. Most of themarketers use this basis. The cosmetics, apparels, healthcare etc uses this kind of segmentation. Forinstance Hero Honda launched its Pleasure specifically targeted to Young Girls. Axe promotes itsproducts focusing on male Youth. Himamis fair and Handsome is made specifically for Make youth.
In this buyers are divided into different segments based on their personality, psychological traits, lifestyle etc... A customer could be trend adopter, trend follower or a trend setter. He can be Achiever,Follower, Risk Averse, and Extrovert, Judgemental etc... Thus based on once lifestyle and values themarket can be segmented. For Instance Toyota Innova segmented market based on values andtargeted an individual who has values for his family. Also Mountain Dew focuses on Adventurouscustomers.
Apart from the above discussed factors, a marketer also uses behavioural factors to segment themarket.
Market can also be segment based on various occasions. For instance Christmas, Diwali, Mothersday, fathers day Valentines Day etc... In a country like India with many different religions andcustoms, marketer also uses this basis for segmenting the market. For instance Hallmarks cards andArchies Uses this basis. Also Cadbury segments the market based on various festivals and occasionslike First day of month to promote its product, Diary Milk.
Customers can be grouped based on the benefit they arrive from using the product. For instancesome use cool drinks for the purpose of quenching thirst and some for treating guest and others for