MARKET SEGMENTATION…

Submitted
Submitted to:
by:
Dr. Sonika Ajit Kumar
chaudhary 75148114
BBA
MARKET SEGMENTATION

MARKET SEGMENTATION
WHAT IS MARKET
SEGMENTATION????

The process of defining and subdividing a

large homogenous market into clearly
identifiable segments having similar
needs, wants, or demand characteristics.
 Requirements of market
segmentation...
 Identifiable: the differentiating attributes of the
segments must be measurable so that they can be
identified.
 Accessible: the segments must be reachable
through communication and distribution channels.
 Measurable: It has to be possible to determine the
values of the variables used for segmentation with
justifiable efforts.
 Unique needs: to justify separate offerings, the
segments must respond differently to the different
marketing mixes.
 •Marketers can segment
according to geographic
criteria—nations, states,
regions, countries, cities,
neighbourhoods, or postal
codes.

•Geographic segmentation is important and may

be considered the first step to international
marketing, followed by demographic and
psychographic segmentation.
 Segmentation
according to
demography is based
on variables such as
age, gender,
occupation and
education level or
according to
perceived benefits
which a product or
service may provide.
•Psychographic segmentation, which
is sometimes called lifestyle, is
measured by studying the activities,
interests, and opinions (AIOs) of
customers.

• It considers how people spend their

leisure, and which external
influences they are most responsive
to and influenced by.
 Behavioral segmentation
divides consumers into
groups according to their
knowledge of, attitude
towards, usage rate,
response,[5] loyalty
status, and readiness
stage[6] to a product.
 There is an extra
connectivity with all other
market related sources.
Conclusion:- in brief for u to
understand .
Thank you...