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2. Demographic Segmentation
4. Behavioral Segmentation.
1. Geographic Segmentation:
It means “division of market into different
geographical units” such as nations, states,
regions and cities.
Consumer preferences & purchase habits varies
in different areas in the countries & across the
countries. Geographical market vary in product
requirements.
Differences in food preferences important
implications for marketers.
Brands like Aashirvad & MTR marketers of ready
to eat food products need to assess the market
preferences for variety and taste.
Geographic segmentation is an important process
particularly for multi-national brands.
II) Demographic Segmentation:
In this segmentation, we divide the market in
to groups on the basis of variables such as:
age, size, family life cycle, gender, income,
occupation, race, generation, nationality.
a) Age:
Consumer needs and wants change with age.
Therefore age is important variables. So
marketers design, package and promote
products differently to meet the wants of
different age groups.
Television channels:
Cartoon Network – focused children
Mtv & V tv – channels for youngsters
Aastha – older generation
b) Life cycle stage:
A consumer stage in the life cycle is also an
important variable:
1) Infants – Baby food like cerlac & Farex
2) Young child – Leo toys & Barbie dolls
3) Adolescent – Trendy products like Jeans, t-
shirts & Coffee shops etc
4) young adult – bike, music & Mobiles
5) Old people – Investment, Health packages
Behavioural Variables:
1) Occasions:
Greeting card brands such as Archives &
Hall mark make cards for different occasions
such as birthday, wedding, diwali and raksha
bandhan etc.
Amul brand of chocolates is promoted as
a “Gift for someone you love”.
A no. of durables like cars, two-wheelers are
promoted heavily in the festival occasions.
2. Benefits:
Buyers are classified according to the benefits they
seek. For example
Liril offers the benefit of “freshness”.
Cinthol offers the benefit of “escape from body
ador”.
Dettol soap offers the benefit of “total
protection”
3. User Status:
Every products has it’s a) non-user b)
potential user c) first time user d) regular
user.
4. Usage Status:
Market can be segmented into:
a) Light b) Medium c) heavy product
users.
Heavy users are often a small percentage
of the market but account for high percentage
of total consumption. For ex:cell phone
companies focus this segment and offer more
promotional schemes.
5) Buyer Readiness Status:
Some people unaware of the product, some are
aware, some are informed, some are interested,
some desire the product and some intend to buy.
6) Loyalty Status:
Unaware Aware