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MARKET SEGMENTATION - Coggle Diagram
MARKET SEGMENTATION
Personal Demographics segmentation
AGE
The requirements are different in different age groups
Segmentation by age can be done like – School age children and College going children, Preteens and Teens, Generation X, Generation Y, Baby boomers, and seniors.
GENDER
There are products where targeting may be at women, but the Indian males, may also end up using the same products
Thus, Indian males act as substitute users
FAMILY STRUCTURE
The family life cycle concept charts the progress of family development from birth to death
RACE
The ethnic background is a good base for segmentation
POLITICS
Different political party members have their liking for different members and commodities.
psychological life cycle
The chronological age may not necessarily be the factor of greatest importance in determining consumption patterns.
TYPES OF NEIGHBOURHOOD AND DWELLING
Consumer who lives in that neighbourhood will be
reflected in the professional status, income, life-stage and behaviour.
Behavioural segmentation
USAGE STATUS
LIGHT
MEDIUM
HEAVY
BRAND LOYALTY LEVEL
hard core loyals
soft core loyals
shifting loyals
switchers
BENEFIT SOUGHT
Benefit segmentation depends on benefit sought is identifiable, using these benefits , marketers must be able to divide the customers into recognisable segments,
The kind of benefit one wants to seek.
OCCASION TO PURCHASE
FREQUENCY OF PURCHASE
WILLINGNESS TO BUY
SEASON
geographic / demographic segmentation
country of birth and location
Important variables according to Geography may be global, global regional, national, National regional, city/state, neighbourhood/local, topography, and climate.
regions may be further subdivided into sizes small, medium, and large.
In case of international marketing or global business different countries might be taken up as different market segment
geographical density- urban, suburban, and rural
climate – warm, cold, and rainy
Socio economic basis
INCOME
lower class
middle class
high net worth indviduals
EDUCATION
OCCUPATION
SOCIAL CLASS
objectified through income, occupation, and location of residence
PSYCHOGRAPHIC SEGMENTATION
PERSONALITY CHARACTERISTIVS
LIFESTYLE
.AIO (Activities, interests, and opinions) reflect lifestyles of people
VALUES
Self Respect, security,Excitement, Fun and enjoyment in life
having warm relationships, Self-fulfilment, Sense of belonging, Sense
of accomplishment, Motives/hobbies, Knowledge and being well respected