1. What ?It is a process of disaggregating total market
into a number of submarkets.
Why? Efforts are concentrated on most productive
and profitable segment of market.
Jackwinder Singh Uppal

2. Market Segmentation
Identify bases Develop profiles
for segmenting of resulting
the market segments

3. Bases for Segmenting a market
Geographic Demographic Psychographic
segmentation segmentation segmentation
Behavioral Volume
segmentation segmentation

4. Geographic Demographic
 Dividing the markets  Demographic variables
into different geographic  Age, Gender
units.  Family size, family life
 Region cycle
 City or metro size  Income
 Density  Occupation
 Climate  Education
 Nations  Religion
 States  Race
 Country, etc  Nationality

5. Psychographic Behavioral
 Social class  Occasions
 Lifestyle  Benefits
 Personality  User status
characteristics  Usage rate
 Loyalty status
 Readiness stage
 Attitude toward product

6. Requirements for effective
segmentation/characteristics
Measurability Accessibility
Substantiality Actionability

7. Discussion
 Find an advertisement from a hospitality or travel
company that targets a specific segment, such as
children, young adults, seniors, upper income
customer, and so on.
 Then visit a location of that company.
 What does the company do at that location with its
marketing mix to attract the segment that it targeted
in the advertisement? This can include sales
promotions, signage, promotion mix, location of the
company, and pricing of products.