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SEGMENTATION BASE Geographic Segmentation Region City Size Density of area Climate Demographic Segmentation Age Sex Marital status Income(in Rs) Education Occupation SELECTED SEGMENTATION VARIABLES NorthIndia,Western region,deccan states,EastIndia Major metropolitan areas, small cities, towns Urban, suburban, rural Temperate, hot, humid, rainy Under 12, 12-17, 18-34, 35-49, 50-64, 65-74, 75-99, 100+ Male, female Single, married, divorced, living together, widowed Under 25,000, 25,000-34,999, 35,000-49,999, 50,00074,999, 75,000-99,999, 100,000 and over Some high school, high school graduate, some college, college graduate, postgraduate Professional, blue-collar, white-collar, agricultural, military
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SEGMENTATION BASE Psychological Segmentation Needs-motivation Personality Perception Learning-involvement Attitudes Psychographic (Lifestyle) Segmentation Sociocultural Segmentation Cultures Religion Subcultures (Race/ethnic) Social class Family life cycle SELECTED SEGMENTATION VARIABLES Shelter, safety, security, affection, sense of self-worth Extroverts, novelty seeker, aggressives, innovators Low-risk, moderate-risk, high-risk Low-involvement, high-involvement Positive attitude, negative attitude Economy-minded, couch potatoes, outdoors enthusiasts, status seekers Bengalis, Gujrati, Rajasthani,Marathi,Punjabi,Kashimri Hinduism, Islam, Christianity,Sikhs Lower, middle, upper Bachelors, young married, full nesters, empty nesters
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SEGMENTATION BASE Use-Related Segmentation Usage rate Awareness status Brand loyalty Use-Situation Segmentation Time Objective Location Person Benefit Segmentation Hybrid Segmentation Demographic/ Psychographics SRI VALSTM SELECTED SEGMENTATION VARIABLES Heavy users, medium users, light users, non users Unaware, aware, interested, enthusiastic None, some, strong Leisure, work, rush, morning, night Personal, gift, snack, fun, achievement Home, work, friends home, in-store Self, family members, friends, boss, peers Convenience, social acceptance, long lasting, economy, value-for-the-money Combination of demographic and psychographic profiles of consumer segments profiles Innovators, Thinkers, Believer, Achievers, Strivers, Experiencer, Makers, Survivors
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