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MARKET SEGMENTATION…
Submitted to:
Dr. Sonika
chaudhary
Submitted
by:
Ajit Kumar
75148114
BBA
MARKET SEGMENTATION
MARKET SEGMENTATION
WHAT IS MARKET
SEGMENTATION????
The process of defining and subdividing a
large homogenous market into clearly
identifiable segments having similar
needs, wants, or demand characteristics.
Requirements of market
segmentation...
 Identifiable: the differentiating attributes of the
segments must be measurable so that they can be
identified.
 Accessible: the segments must be reachable
through communication and distribution channels.
 Measurable: It has to be possible to determine the
values of the variables used for segmentation with
justifiable efforts.
 Unique needs: to justify separate offerings, the
segments must respond differently to the different
marketing mixes.
Market segmentation final ppt
•Marketers can segment
according to geographic
criteria—nations, states,
regions, countries, cities,
neighbourhoods, or postal
codes.
•Geographic segmentation is important and may
be considered the first step to international
marketing, followed by demographic and
psychographic segmentation.
 Segmentation
according to
demography is based
on variables such as
age, gender,
occupation and
education level or
according to
perceived benefits
which a product or
service may provide.
•Psychographic segmentation, which
is sometimes called lifestyle, is
measured by studying the activities,
interests, and opinions (AIOs) of
customers.
• It considers how people spend their
leisure, and which external
influences they are most responsive
to and influenced by.
 Behavioral segmentation
divides consumers into
groups according to their
knowledge of, attitude
towards, usage rate,
response,[5] loyalty
status, and readiness
stage[6] to a product.
 There is an extra
connectivity with all other
market related sources.
Conclusion:- in brief for u to
understand .
Thank you...

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Market segmentation final ppt

  • 1. MARKET SEGMENTATION… Submitted to: Dr. Sonika chaudhary Submitted by: Ajit Kumar 75148114 BBA
  • 3. WHAT IS MARKET SEGMENTATION???? The process of defining and subdividing a large homogenous market into clearly identifiable segments having similar needs, wants, or demand characteristics.
  • 4. Requirements of market segmentation...  Identifiable: the differentiating attributes of the segments must be measurable so that they can be identified.  Accessible: the segments must be reachable through communication and distribution channels.  Measurable: It has to be possible to determine the values of the variables used for segmentation with justifiable efforts.  Unique needs: to justify separate offerings, the segments must respond differently to the different marketing mixes.
  • 6. •Marketers can segment according to geographic criteria—nations, states, regions, countries, cities, neighbourhoods, or postal codes. •Geographic segmentation is important and may be considered the first step to international marketing, followed by demographic and psychographic segmentation.
  • 7.  Segmentation according to demography is based on variables such as age, gender, occupation and education level or according to perceived benefits which a product or service may provide.
  • 8. •Psychographic segmentation, which is sometimes called lifestyle, is measured by studying the activities, interests, and opinions (AIOs) of customers. • It considers how people spend their leisure, and which external influences they are most responsive to and influenced by.
  • 9.  Behavioral segmentation divides consumers into groups according to their knowledge of, attitude towards, usage rate, response,[5] loyalty status, and readiness stage[6] to a product.  There is an extra connectivity with all other market related sources.
  • 10. Conclusion:- in brief for u to understand .