SEGMENTATION

Presented By
K. Lavanya
19691E00M6
What is market?

 Market refers to a place where the trading of

goods takes place
segmentation
 The breaking down or building up of
potential buyers into groups called market
segments.
Why segmentation ?

 Segmentation allows you to chose which

buyers to target and provides important
insights as to how to appeal to them.
 Significant competitive advantage
Geographic Segmentation
 Geographic segmentation tries to divide the
market into different geographical units

 Regions
 Size of the area
 Population
 Density
Demographic segmentation
 On the basis of
 Age
 Gender
 Income
 Occupation
 Household (family –style)
Gender

 *gender is an obvious way to divide the

Market into segments since so many products
are gender-specific
 *Clothing
 *Medical products
 *Sports products/services
 *bikes
AGE
 Age
 *Age is another obvious way to divide the

Market into segments since so many products

are based upon" time of life”
 *Baby products
 *Toys for children
 *Entertainment for “over 18“
 watches
Income
 Income Segmenting markets on the basis of
income and expenditure patterns. Income is
possibly the most common basis for
segmentation .
 Upper High Class
 High Class
 Upper Middle Class
 Middle Class
 Lower Middle Class
psychographic

 Psychographic segmentation groups

customers according to their lifestyle.
Activities, interest, and opinions and surveys
are one tool for measuring lifes
Behavioralistic segmentation
 Behavioralistic segmentation is based on
actual customer behavior towards products
some behavioralistic variable include
 Opinions ,interests and hobbies
 Degree of loyalty
 Occasions
 Benefits sought
 Usage