Embed Size (px)
DESCRIPTION
Consumer Behavior Analysis, Segmentation, demographic segmentation, ways of segmentation, types segmentation,
Citation preview
SEGMENTATION
Submitted By-• Mustahid Ali• Soumya Mukherjee• Bhavesh Bhansali• Sachin Pratap
Singh• Nivedita SubBaram• Megha Malviya
Ways of Segmentation
Types of Segmentation
Types of SEGMENTATION
Demographic Segmentation
Demographic Segmentation
Age
Some products are marketed to specific age groups
Dr. Rosenbloom
Demographic Segmentation
Income Level
Some products are marketed to consumers with different income levels
Demographic Segmentation
Family
Some products are marketed to consumers with special family consideration
Family Life Cycle
Bachelor, marriage, married with children, retired, etc.
Demographic Segmentation
Education
Some products are marketed to consumers with certain educational levels
Demographic Segmentation
Ethnicity
Some products are marketed to consumers from specific ethnic backgrounds
Region
Size of metropolitan area
Population density
Climate
Geographic Segmentation
Behavior/Usage Segmentation
Markets can be segmented by how often or how heavily consumers use a specific product
80/20 Principle - 80% of revenue generated by 20% of customers
Light Users
Heavy Users
Psychographic Segmentation
Grouping customers together based on: Social class Lifestyles
Psychological characteristics (attitudes, interests and opinions)
Advantages of Segmentation
1) Focus of the Company
2) Increase in competitiveness
3) Market expansion
4) Increases profitability
Disadvantages of Segmentation
1) Segments are too small
2) Consumers are misinterpreted
4) There are too many brands
3) Costing is not taken into consideration
Effective Segmentation Criteria
Measurable
Accessible
Actionable
Substantial
Differentiable
Lets take an example to illustrate
Segmentation:
Too much Work Pressure
Do not differentiate among products/Services
Usually Wants a way out
Are not Brand Loyalists
Price not an issue
Mr/Ms Tender
Not too much Work Pressure
Differentiates among products/Service
Takes Care before selecting a Product/Service
Are Brand Loyalists
Price may or may not be an issue
Segmentation
The High school Diva
Image and Look Conscious
Differentiates among products/Service
Takes Care before selecting a Product/Service
Nothing better than being Popular
Price may or may not be an issue
The Geeky Geeks
Differentiates among products/Service
Takes Care before selecting a Product/Service
Loves to play around with new Softwares
Love Comics
Price may or may not be an issue
Advertisers
Differentiates among products/Service
Takes Care before selecting a Product/Service
Price not be an issue
In the Rush for Promoting
Good Revenue Generator
Busy Bee27%
High School Diva23%
Ad-ver-tiser23%
Mr/Ms Tender
18%
Geeky Geek9%
Strenth (%)
Age (Years)SexCare
QuotientNarcissismWork LevelTech SavvyOccasion Driven
Segment Attractiven
essPrice
Sensitivity
Busy Bees
30-50MaleLowLow/
MediumVery High
High
Very High
Very High
Low
Mr/Ms Tender
20-40F/M
Very HighLow
High/MediumMedium
High
High
Medium
The High School Diva
16-23Female
HighVery HighLowHigh
Medium
Very High
High
The Geeky Geeks
17-25Male
Medium/LowLow/
MediumLow
Very High
Low
High
High
Advertisers
25+M/FHigh
Medium/HighHigh/
MediumHigh
Very High
High
Low
Thank you
twitter.com/mustahidali90 www.slideshare.net/mustahidali90
www.linkedin.com/in/mustahidali
http://outlook360blog.wordpress.com/
http://snapshotsque.wordpress.com/
![[PPT]Segmentation, Targeting & Positioning · Web viewBases of segmentation Demographic Segmentation In demographic segmentation the market is divided into groups on the basis of](https://img.pdfslide.net/doc/110x75/5b1c93ce7f8b9a4125901ecb/pptsegmentation-targeting-positioning-web-viewbases-of-segmentation-demographic.jpg)
