BASES OF MARKET SEGMENTATION

BASEs OF MARKET SEGMENTATION

GEOGRAPHIC SEGMEMTATION

BEHAVIORISTIC SEGMENTATION

DEMOGRAPHIC SEGMENTATION

PHYCHOGRAPHIC SEGMENTATION

1. DEMOGRAPHIC SEGMENTATION

DEMOGRAPHIC SEGEMENTATION REFERS TO SEMENTATION IN WHICH WE STUDY ABOUT

THE SEGMENTATION BASED ON THE FOLLOWING:-

1.AGE 2.GENDER

3.FAMILY SIZE 4.INCOME

5.EDUCATION LEVEL

AGE

GENDER

FAMILY SIZE

INCOME

EDUCATION LEVEL

2.GEOGRAPHICAL SEGMENTATION

Geographical segmentation is basically a division of market according to different geographical units like

region neighborhood continent population

For example: indian railways segment the national market into sub regions like northern, southern, eastern, western and central railway

PSYCHOGRAPHIC SEGMENTATION

Psychographic segmentation is the segmentation in which buyers are grouped according to variables such as social class, lifestyle and motive.

SOCIAL CLASS

LIFESTYLE

MOTIVE

For example: The people who like to spend their

leisure time at home then the firms target marketing indoor games, home theatres, e.t.c.

4. BEHAVIORISTIC SEGMENTATION

Behavioristic segmentation is a segmentation in which market is divided into variables like purchase occasion, loyality rate, usage rate and benefit sought.

Purchase

occasion

Benefit

sought

Loyality

rate

Usage rate

For example: In the case of tooth paste fresh breath,

anti- cavity, whitening of teeth, good taste, and anti-decay may be the benefits. So it is the behavioristic segmentation.