Market Segmentation

It is a process of dividing the total, heterogeneous market for a product into several sub-markets or segments, each of which tends to be homogeneous in all significant aspects -William Stanton

Market Segmentation It is a process of identifying groups of buyers with different desires or requirements -Philip Kotler .

 Refer Allen Weisssegmentation Allen Weiss.pdf PDF file .

Bases of Segmentation  Geographic  Demographic  Psychographic  Behavioural .

GEOGRAPHIC      NATIONS STATES REGIONS CITIES NEIGHBOURHOODS .

DEMOGRAPHIC         AGE FAMILY SIZE FAMILY LIFECYCLE GENDER INCOME OCCUPATION EDUCATION RELIGION .

 NATIONALITY  SOCIO ECONOMIC CLASS (SEC) ..DEMOGRAPHIC….

PSYCHOGRAPHIC  LIFESTYLE  PERSONALITY  VALUES .

BEHAVIOURAL        OCCASIONS BENEFITS USER STATUS USAGE RATE LOYALTY STATUS BUYER-READINESS STAGE ATTITUDE .

Market Targeting Strategies M1 P1 M2 M3 P2 P3 SINGLE SEGMENT CONCENTRATION .

Market Targeting Strategies M1 P1 M2 M3 P2 P3 SELECTIVE SPECIALISATION .

Market Targeting Strategies M1 P1 M2 M3 P2 P3 PRODUCT SPECIALISATION .

Market Targeting Strategies M1 P1 M2 M3 P2 P3 MARKET SPECIALISATION .

Market Targeting Strategies M1 P1 M2 M3 P2 P3 FULL MARKET COVERAGE .

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