process of dividing a market into distinct subsets of consumers with common needs or characteristics and selecting one or more segments to target with a distinct marketing mix. WHO USES MARKET SEGMENTATION
Marketer of consumer goods
Marketer of industrial goods HOW MARKET SEGMENTATION OPERATES
Segmentation studies are made to launch
products to fill the product gap (e. g. Tetra pack milk, skim milk, flavored milk) Research is also done to identify appropriate media for promotion in the relevant segment (Omega watch ad in Times and Newsweek) BASES FOR SEGMENTATION : GEOGRAPHIC
Region: Sindh, Punjab, Balochistan, NWFP,
South, North, East, West City size: Major metropolitan areas, small cities, towns Density of area: Urban, suburban, exurban, rural Climate: Temperate, hot, rainy, humid, cold DEMOGRAPHIC SEGMENTATION
Age: < 12, 12-17, 18-34, 35-49, 50-64, 65-74,
Sex: Male, Female
Marital status: Single, married, divorced,
Income: <Rs. 25,000; 25,000 – 50,000
Education: Some h/school, High school, Graduate
Occupation: Professional, blue collar, white collar,
minded, couch potato, outdoor enthusiasts, status seekers SOCIOCULTURAL SEGMENTATION
Cultures: Pakistani, Indian, English, Chinese
Religion: Muslim, Catholic, Protestant, Jewish, Hindu Subculture (Race/ethnic): American, Pakistani, Sindhi, Punjabi, Balochi, Pathan Social class: Upper, Middle, Lower Family Lifestyle: Bachelor, Young married, Full nesters, Empty nesters. USE RELATED SEGMENTATION