SEGMENTATION OF CONSUMER

MARKET SEGMENTATION
CONSUMER SEGMENTATION

1. SEGMENTATION OF CONSUMER
BEHAVIOUR
M SANDHIYA
2
nd
YEAR M. COM
DRBCCC HINDHU COLLEGE, PATTABIRA CHENNAI.

2. Customer segmentation is
the process of grouping
customers according to how
and why they buy. It allows
organizations to create
more specific sales and
marketing strategies for
customer groups.
MEANING OF CONSUMER SEGMENTATION

3. TYPES OF SEGMENTATION

5. DEMOGRAPHICS OF SEGMENTATION

6. GENDER OF SEGMENTATION
Gender segmentation is the process
of dividing of potential markets based
on gender (male or female). Gender
segmentation is done when a
company which manufactures
products wants to focus only towards
boys or girls, as the products are very
gender specific.

7. OCCUPATIONAL OF SEGMENTATION
Occupational segmentation is a
marketing strategy that involves dividing
customers into different groups based
on their profession, job title, or
industry.

8. MARITAL SEGMENTATION
Under marital status, the market can be
further segmented into three types –
married, unmarried, and divorced
markets. Each of these marital statuses
people also have different product
tastes and preferences.

10. EDUCATIONAL SEGMENTATION
This means that the school divides its
target groups into subgroups or segments
whose members have the same
education needs or desires.

11. FAMILY SIZE SEGMENTATION
Families come in all shapes and sizes
–single moms, single dads, gay
couples with kids, childless straight
couples, straight couples with one
child or several kids.

12. INCOME SEGMENTATION
Income segmentation is when the
customers are segmented as per the
annual or monthly income they are
earning. Income segmentation is best
suited for products which are very
specific, niche and are priced high.

13. AGE SEGMENTATION
Age segmentation means focusing on
the age range most valuable to your
product or service.

16. MEANING OF PSYCHOGRAPHICS
SEGMENTATION
Meaning of Psychographics segmentation:
Psychographic segmentation is the research
methodology used for studying consumers and
dividing them into groups using psychological
characteristics including personality, lifestyle,
social status, activities, interests, opinions,
and attitudes.

17. PSYCHOLOGIC SEGMENTATION

18. LIFESTYLES SEGMENTATION
Lifestyle segmentation is
a method of categorizing
a market’s potential
buyers into distinct
groups of individuals
who share similar
lifestyles.

19. SOCIAL CLASS SEGMENTATION
Social class segmentation identifies
individuals based on a combination of
socioeconomic such as education,
occupation, income, family background, and
attitudes related to these factors.

20. VALUE AND ATTITUDE OF
SEGMENTATION
Attitudinal segmentation is the grouping
of customers into target groups, based
on shared attitudes –what individuals
think and how they feel.

21. VALUE OF SEGMENTATION

22. ATTITUDE OF SEGMENTATION

23. PERSONALITY SEGMENTATION
Personality: Personality traits play a
big role when it comes to the choices
of your target market. This is because
consumers are less likely to purchase
items that do not align with their
personalities and vice versa.

24. ACTIVITIES, INTREST AND OPINIONS (AIO) OF
SEGMENTATION
A car manufacturer can use the AIO of its
customers to determine what they’re looking for
in their next vehicle. For example, they may
find their customers have strong opinions about
climate change, leading them to market their
electric vehicles (EVs) to customers in that
segment.

27. CONCLUSION
Market segmentation is very effective for
businesses as it helps you analyse everything about
the customers and group them according to
diverse features ensuring the success of the brand.
It is a great marketing strategy that helps you
gather the information you need about your target
audience.