Types of segmentation
4 types- geographic, demographic, psychographic, behavioural- ideal is to integrate,
mix
Demographic
Geographic
Type Factors (examples)
Country, area, region, climate
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Psychographic
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Behavioural
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Age (Hospitals, cycles, , toys)
Education
Income (Garments, car, soaps)
Sex (Perfumes, hospital)
Religion, nationality
Marital status, family size, family
life cycle, generation, ocupation
Social class- middle/lower/
upper
Benefits sought (costs, service,
quality)
Lifestyle, VALS (Values, attitudes,
lifestyle)
Personality, culture, social,
religion
AIO- what interests them, view
Activities- Work, Hobby,
Shopping
Interests- Family, fashion, food
Opinions- Self, PEST
Occasions
Personality based
Benefit segmentation
Attitude (+ve/-ve, hostile)
Convenience (EMI, Home
Delivery)
Readiness (Informed, interested,
aware)
Example
• Coke-Chota-Rural, Bada –Urban
• Sweaters in HP, Kashmir
• McDonalds menu adaptation in India
• Honda City- different models globally
• ITC Ashirwad atta diferrent blends NEWS
• India food habits- North wheat, South
rice
• LIC, Hinduja hospital
• Schools
• Toyota- Lexus, Camry, Corolla
• Gillette
• Beef/Pork, Halal, Kosher foods
• Mature 1945+, Baby boomers 1965+,
Generation X 1976+, Generation Y 1994+
• DINK, ORCHID, YUP, WHOP
• Nano, Taj, Titan, Nokia
• Clubs, Art, Wine Harley Davidson
owners
• Woodlands-rugged/extrovert
• Niche magazines - food, fashion, car,
electronics, CRM
• Greeting cards, tour operators, weddings
• Blackberry addicts
• Maggi convenience, Maruti service,
value
• User (1st time, regular)
• Usage (light, heavy consumption)
• Loyalty (HML, switchers) Titan- edge for
formal, fastrack for casual, Raga for
ethnic; Bisleri pack sizes
• By occasions, product usage, benefits
sought, brand loyalty
• Occasions• User Status - Non-Users Vs Current Users
(Credit Cards, bikes)
• Usage Rate- Heavy Users Vs. Light Users
(beers)
Exercise
1. Outline a segmentation matrix for mobiles (users v features)
2. Sports Shoes Market (Exercise) Which segments should Nike, Adidas & Reebok
target