Embed Size (px)
DESCRIPTION
segmentation with repect to consumer behaviour
Citation preview
Segmentation with respect to consumer
behavior
Segmentation & Consumer Behavior
• Segmentation defined:– Dividing a large, heterogeneous market into more
homogenous groups of people who have similar interests or desires, have similar demographic characteristics or profiles or behave in similar fashion
• Consumer Behaviour defined:• Consumer Behavior Involves the process by
which people determine whether, what, when, where, how, from whom, and how often to purchase goods and services.
• Segmentation involves finding out what kinds of consumers with different needs exist. In the auto market, for example, some consumers demand speed and performance, while others are much more concerned about roominess and safety. In general, it holds true that “You can’t be all things to all people,” and experience has demonstrated that firms that specialize in meeting the needs of one group of consumers over another tend to be more profitable.
TYPES OF SEGMENTATION
• Geographic Segmentation• Geographic
– Climate– Region– City Size– DensityEg.The inclination of people of UK to buy small cars
owing to high population densities and narrow lanes.So cars like Uno & Beetles was a success there.
DEMOGRAPHIC SEGMENTATION
• AGE• FAMILY SIZE• FAMILY LIFE CYCLE• GENDER • INCOME• OCCUPATION• Eg.The inclination towards trendy products at
young age and investment products at older ages helps companies choose a particular segment & target it.
PSYCHO GRAPHIC SEGMENTATION
• Psychographics– Personality– lifestyles
• Eg.Whether a customer is style oriented or value oriented.A customer can choose between Kawasaki Ninja if he thinks about style or a Maruti Alto if he thinks of economy(5 people sitting capacity) that come will within same price range.
BEHAVIORAL SEGMENTATION
• Occasions• Benefit
• for example, like scented soap (eg.Lux,Liril), while others prefer the “clean” feeling of unscented soap (eg.Dettol).
BEHAVIORAL-Usage rates
• Usage rate– “80/20”principle – For example, research conducted by the wine
industry shows that some 80% of the product is consumed by 20% of the consumers—presumably a rather intoxicated group.
TAKING THE EXAMPLE OF TATA NANO(Company’s perspective of
Consumer Behaviour)
Segmentation :• Geographic: rural and urban-Rural for relatively less inclination towards
luxury/show offs & more value driven.,Tata brand name
-Urban because of city traffic congestion,good mileage,people wanting to upgrade to 4 wheeler (Psychological)
TAKING THE EXAMPLE OF TATA NANO(Company’s perspective of
Consumer Behaviour)
• Demographic: family size & income.• (Rising incomes,Good for 4 people family,wish
to upgrade to 4 wheeler)• Behavioral: benefit & user status. (Good in heavy traffic,”WE ALSO OWN A 4
WHEELER NOW” feeling,Good value,mileage)
SCOPE OF SEGMENTATION WITH RESPECT TO
CONSUMER BEHAVIOUR
• Better serving customer needs and wants –
Convenience Convenience
• Higher Profits with less marketing costs & effort – Right Information At Right TimeRight Information At Right Time
• Stimulates innovation – Better Product OfferingsBetter Product Offerings
• Retention of customer –
Satisfaction/ ChoiceSatisfaction/ Choice
• Competitive edge – ValueValue
MARKET SEGMENTAION
MARKET SEGMENTATION
SEGMENTS TARGETTED CONSUMER
PRICE RANGE Rs.
NOKIA SETS
ENTRY LOW INCOME PEOPLE, FIRST TIME USERS
2500 – 6000 1200,1208,1100,1110,1112
CLASSIC DECENT PEOPLE 7000 – 17000 6300,6233,6120,3120
N GAGE GAME LOVERS –PLAYSTATION, XBOX, PSP
8000 – 16000 SETS WITH PLAYSTATION, XBOX, PSP
XPRESS MUSIC MUSIC LOVERS 15000 – 33000 5220,5310,5610,5320
N SERIES MULTIMEDIA USERS
18000 – 50000 N70,N73,N95,N80,N81,N91
E SERIES BUSINESS PEOPLE
18000 – 60000 E51,E66,E71,E61,E90
PREMIUM VISUAL STATUS PEOPLE
80000 – 150000 SEPHIRA ARET, 8800 GOLD, 8800 ARTS.
NOKIA PHONE USER SEGMENTATION
NOKIA PHONE LIFESTYLE SEGMENTATION
STYLE VARIABLES• Basic / Entry• Expression• Active• Classic• Fashion• Premium
Nokia Phone Functionality Variables
FUNCTIONALITY VARIABLES• Voice• Entertainment• Imaging• Media• Business Application
NOKIA SEGMENTATION
(THREE) 3 E ’s
EXPRESSION ENTERTAINMENT ENTERPRISE
NOKIA SEGMENTATION• EXPRESSION PHONES
– Affordable prices– Voice and text message– Top-down innovation - the feature set is carefully chosen along with the cost
point. Design alternatives and technology choices are then carefully evaluated with respect to this overall goal.
FEW NOKIA PHONE MODELS :-1100/1101 • 1110/1110i • 1011 • 1112 • 1200 • 1208 • 1209 • 1600 • 1650 • 16802100 • 2110i • 2115i • 2125i • 2126i • 2135 • 2300 • 2310 • 2600 • 2600 classic • 2610 • 2626 • 2630 •
2650 • 2651 • 2652 • 2660 • 2680 • 2760 • 2865i 3109 • 3109 classic • 3100/3100b/3105 • 3110 • 3110 classic • 3120 • 3120 classic • 3155 •
3200/3200b/3205 • 3210 • 3220 • 3230 • 3250 • 3250 Xpress Music • 3300 • 3310 • 3315 • 3330 • 3410 • 3500 classic • 3510/3590/3595 • 3510i • 3555 • 3600/3620/3650/3660 • 3600 slide
NOKIA 2310 NOKIA 3310 NOKIA 1100
• ENTERTAINMANT PHONES– Media formats, screens, LCD.– FM radio, Java based games, image (Camera, Picture gallery), music (MIDI ring
tones, MP3, AAC) and video (MP4)– Flash memory cards, mini-SD cards or memory cards.– video telephony , Mobile TV and IP based media (like Internet radio)– Top-down innovation - the feature set is carefully chosen along with the cost
point. Design alternatives and technology choices are then carefully evaluated with respect to this overall goal.
FEW NOKIA PHONE MODELS :-7070 • 7100 Supernova • 7110 • 7160 • 7200 • 7210 • 7210 Supernova • 7250 • 7280 • 7310 Supernova
• 7360 • 7380 • 7390 • 7500 Prism • 7510 Supernova • 7600 • 7610 • 7610 Supernova • 7650 • 7700 • 7710 • 7900 Prism 8110 • 8210 • 8250 • 8310 • 8600 Luna • 8800 • 8810 • 8850 • 8890 • 8910 • 8910i
– NOKIA5300 NOKIA 6265 NOKIA 7280
NOKIA SEGMENTATION
• ENTERPRISE PHONES– mobile enterprise work force– Connectivity to PCs or laptops - Data cable, Infrared, USB, Bluetooth and WiFi– Internet access, email facility, office applications like Word, Excel and
Powerpoint - will replace the PC or the laptop
FEW NOKIA PHONE MODELS :-9000/9110/9110i • 9210/9290 • 9210i • 9300/9300i • 9500 E50 • E51 • E55 • E60 •
E61/E61i • E62 • E63 • E65 • E66 • E70 • E71 • E75 • E90 Communicator N70 • N71 • N72 • N73 • N75 • N76 • N77 • N78 • N79 • N80 • N80 Internet Edition • N81 • N81 8GB • N82 • N85 • N86 8MP • N90 • N91 • N91 8GB • N92 • N93 • N93i • N95 • N95 8GB • N96 • N97 D-211 • 610 • 770 • N-Gage • N-Gage QD • N800 • N810
N 96
N810 9210
NOKIA SEGMENTATION
Companies changing tactics according to changing consumer
behavior
• Product(Sony vaio, Windows)• Price(sales)• Promotion(Through internet in US, ad
campaigns in India)• Place(Dell)• Packaging(Lux soap)• Positioning(McDonalds)
Thank you!!!
