MARKETING SEGMENTATION

1. Market segmentation is a process
of dividing potential market in to
sub-markets of consumer need
and characteristics

2. Minimise aggregation risk
Helps to know company capability
Provide opportunity to expend market
Helps to creating innovation
Creates gain to consumer

3. Measurable and obtainable
Substantial
Accessible
Differentiable
Actionable
General consideration

4. Bases of Market Segmentation

5.  Region= North, East, West, South, central,
costal, hilly
 City Size = Metro Politian cities, Small cities,
Town
 Density of area = Urban, Semi-Urban, Rural
 Climate = Hot, Humid, Cold, Rainy

6. Age = 0-5, 6-12, 13-18 , 18-34, 34-49, 50+
Sex = Male/ Female
Marital Status = Married/ unmarried
Income = Under 20,000, Rs.20,000- 50,000 Rs. 51,000- 99,000
Rs1,00,000- 2,00,000 Rs. Over 2,00,000.
Family size = 1, 2-3, 4-5, 5+
Education = Primary, Secondary, Senior secondary, university
Religion = Hindu, Muslim, Sikh, Christian, Others.
Nationality = Indian, NRI, Expatriates from other country.

7. Life style = conservative, Liberal, Health and fitness, status-seekers.
Social class = Lower class, Lower- Middle class, Middle class, Rich
class.
Cultural = Indian royal, south Indian, Hindu culture ,
Personality = Extroverts , Introverts, Aggressive,.

8. Needs- motivation = safety, security, affection, sense of self worth.
Perception = Low Risk, Moderate Risk, High Risk.
Learning Involvement = Low Involvement, High Involvement.
Attitude = Positive, Natural, Negative.
Occasions = Regular Occasions, Special Occasions.

9. CUSTOMERS VELUE= Net present value of
customer
Annual value from customers*Number
of years of association-cost of acquiring the
customer

10. Undifferentiated Marketing
Differentiated Marketing
Concentrated Marketing

11.  www.google.com
 www.wikipedia.com
 www.investopedia.com
 Text book- Marketing Management, By Dr.
T.N chhabra @ Dr. S.K grover