Major Segmentation Variables for Consumer Markets

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    28-Aug-2014

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Slide 1

Major Segmentation variables forConsumer Markets

Geographic

Region

South India, Western Region, North, East

City

Class-I cities, class-II cities, metro cities, cities with a population of 0.5 million to 1 million, cities with a population of over 1 million

Rural and Semi-urban areas

Rural villages with a population of over 10,000; semi-urban areas; small towns with a population between 20,000 and 50,000.

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Major Segmentation variables forConsumer Markets

Demographic

Age

Under 6 years, 6-11, 12-19, 20-34, 35-49, 50-60, 60+

Family size

Young, single; young, married, no children; young, married, youngest child under 6; young, marreid, youngest child under 6 or over; older, married, with children; older , married, no children under 18; older, single; other

Gender

Male, female

Income

Low (upto Rs.40,000 p.a.), lower middle (Rs.40,001-80,000 p.a.), middle (Rs.80,0001-1,20,000 p.a.) upper middle (Rs.1,20,001-1,60,000) and high (above Rs.1,60,000) (see Chapter 6)

Occupation

Unskilled worker, skilled worker, petty traders, shop owners, businessman/industrialist, self-employed (professionals, clerical/salespersons, supervisory levels, officers/junior executives, middle/senior executives

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Major Segmentation variables forConsumer Markets

Education

Illiterate, school up to 4 years, school between 5 and 9 years, SSC/HSC, nongraduate, graduate/postgraduate (general), graduate/postgraduate (professional)

Socio-Economic Classification (SEC) based on % of households

URBAN :A11, A21.8, B12.5, B22.4, C6.1, D6.6, E13, E25 (See Chapter 6 for details)

RURAL : R1 , R2 , R3, R4

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Major Segmentation variables forConsumer Markets

Psychographic

Lifestyle

Culture-oriented, sports-oriented, outdoor-oriented

Personality

Compulsive, gregarious, authoritarian, ambitious.

4

Major Segmentation variables forConsumer Markets

Behavioral

Occassions

Regular, Special

Benefits

Quality, service, economy, speed

User status

Nonuser, ex-user, potential user, first-time user, regular user.

Usage rate

Light, medium, heavy

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Major Segmentation variables forConsumer Markets

Behavioral

Loyalty status hard core loyals 1, split 2/3, shifting n switchers 0

None, medium, strong, absolute

Readiness stage

Unaware, aware, informed, interested, desirous, intending to buy

Attitude toward product

Enthusiastic, positive, indifferent, negative, hostile

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