Market segmentation involves dividing a large market into smaller, more homogeneous subgroups based on characteristics like needs, behaviors, or demographics. According to Philip Kotler, it is subdividing a market into distinct groups that can be targeted with a dedicated marketing mix. Some common bases for segmenting consumer markets include geographic, demographic, psychographic, and behavioral factors. Demographic segmentation divides the market based on attributes like age, gender, income, and lifecycle stage to develop targeted products and services.

1. MARKET SEGMENTATION
BY- VIRANDER SINGH
BBA 2ND YEAR
ROLL NO. 17

2. • CONCEPT AND DEFINITION
The concept of market segment is based
on the fact that the market of commodities
are not homogeneous but they are
heterogeneous. Market represent a group
of customer having common
characteristics but two customer are never
common in their nature, habits, hobbies
income and purchasing techniques.

3. • According to Philip kotler , “ Market
segmentation is sub-dividing a market into
distinct and homogeneous subgroups of
customers, where any group can
conceivably be selected as a target
market to be met with distinct marketing
mix.”

4. • Market Segmentation is a method of
“dividing a market (Large) into smaller
groupings of consumers or organisations
in which each segment has a common
characteristic such as needs or
behaviour.”

5. Basis for segmenting consumer
markets
o Geographic segmentation
o Demographic segmentation
o Psychographic segmentation
o Psychographic segmentation
o Psychographic segmentation
o Behavioral segmentation
o Occasions
o Benefits

6. DEMOGRAPHIC
SEGMENTATION

7. o As people age their needs and wants change, some organisations
develop specific products aimed at particular age groups for example
nappies for babies, toys for children, clothes for teenagers and so
on.
o Gender segmentation is commonly used within the cosmetics,
clothing and magazine industry.

8. o Income segmentation is another strategy
used by many organisations. In today's
globally competitive environment brands
are specifically developed and positioned
within particular income segments in order
to maximise turnover.
o Products and services are also aimed at
different lifecycle segments. Holidays are
developed for families, the 18-30's
singles, and for those in their 50's.

9. THANK YOU..