UNIT I

INTRODUCTION
LESSON 4: CHAPTER 2:
MARKET SEGMENTATION THE STUDY OF CONSUMER BEHAVIOUR

Introduction A marketing manager who really understands a target market

CONSUMER BEHAVIOUR
In this chapter, we discuss how to find attractive target market may see breakthrough opportunities. But a target market’s real
opportunities. We start by considering four basic types of needs—and the breakthrough opportunities that can come
opportunities—market penetration, market development, from serving those needs—are not always obvious.
product development, and diversification —with special Identifying a company’s market is an important but difficult
emphasis on opportunities in international markets. We will issue.
also see that carefully defining generic markets and product-
In general, a market is a group of potential customers with similar
markets can help find new opportunities. We will also discuss
needs who are willing to exchange something of value with sellers
market segmentation—the process of naming and then
offering various goods and/or services—that is, ways of satisfying those
segmenting broad product markets to find potentially attractive
needs. Marketing-oriented managers develop marketing mixes
target markets. Some people try to segment markets by starting
for specific target markets. Getting the firm to focus on specific
with the mass market and then dividing it into smaller sub
target markets is very vital.
markets based on a few dimensions. But this can lead to poor
results. Instead, market segmentation should first focus on a What then is a company’s market? Breakthrough
broad product-market and then group similar customers into opportunities from understanding target markets
homogeneous sub markets. The more similar the potential To understand the narrowing down process, it’s useful to think
customers are, the larger the sub markets can be. oftwobasictypesofmarkets.A generic market is a market
with broadly similar needs—and sellers offering various—often-
Objectives
diverse—ways of satisfying those needs. In contrast, a
After reading this lesson, you should be able to:
product-market is a market with very similar needs and sellers
• Understand the meaning of the term “markets” offering various close substitute ways of satisfying those needs.
• Compare and contrast various types of marketing A generic market description looks at markets broadly and from
strategies. a customer’s viewpoint. For example If you are seeking
• Identify that lead to a market segmentation decision. entertainment you have several very different ways to satisfy
• Distinguish between one variable segmentation and multi- your need. You as an entertainment-seeker might buy a new
variate segmentation. home theatre system, sign up for a Caribbean tour, or reserve
season tickets for a rock show. Any one of these very different
1. What is a Market? products may satisfy this entertainment need. Sellers in this
What do you understand by the term market? generic entertainment-seeker market have to focus on the
need(s) the customers want satisfied—not on how one seller’s
To a marketer, the term marketer means:
product (home theatre system, vacation, live music) is better
1. People as individuals or members of an organization. than that of another producer. It is sometimes hard to
2. People with desires. understand and define generic markets because quite different
3. People with willingness and ability or buying power to product types may compete with each other. For example, freelance
satisfy their desires. journalists often need a fast, worry-free way to get articles to
their editors. Sanyo’s fax machines, DHL’s overnight service,
4. People who can become customers because they have been
and VSNL’s Internet-based e-mail service may all compete to
authorized to buy.
serve our journalists’ needs. If customers see all these products
Thus, in summarization we van say that a market is: as substitutes—as competitors in the same generic market—
An aggregate of people who, as individuals or organizations, then marketers must deal with this complication. Suppose,
have needs for products in a product class and who have the however, that one of our journalists decides to satisfy this need
ability, willingness and authority to purchase such products with a fax machine. Then—in this product-market—Ricoh,
(conditions needed for an exchange). Hewlett-Packard, Samsung, and many other brands may
Types of Markets compete with each other for the customer’s dollars. In this
1. Consumer Intend to consume or benefit, but not to make a product-market concerned with fax machines and needs to reduce
profit. worry, consumers compare similar products to satisfy their
communication needs.
2. Organizational/Business For:
• Resale
• Direct use in production
• Or general daily operations.

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 1.1 From Generic Markets to Product-markets middlemen as a customer type—unless middlemen actually use
CONSUMER BEHAVIOUR

the product in their own business.

Broaden Market definitions to find Opportunities
Broader market definitions—including both generic market The geographic area is where a firm competes—or plans to
definitions and product-market definitions—can help firms compete—for customers. Naming the geographic area may
find opportunities. But deciding how broad to go isn’t easy. Too seem trivial, but understanding geographic boundaries of a
narrow a definition limits a firm’s opportunities—but too market can suggest new opportunities. A firm aiming only at
broad a definition makes the company’s efforts and resources the domestic market, for example, may want to expand into
seem insignificant. world markets.
Here we try to match opportunities to a firm’s resources and A generic market description doesn’t include any product-type terms.
objectives. So the relevant market for finding opportunities should It consists of only three parts of the product-market defini-
be bigger than the firm’s present product-market—but not so tion—without the product type. This emphasizes that any
big that the firm couldn’t expand and be an important product type that satisfies the customer’s needs can compete in a
competitor. generic market.
A small manufacturer of screwdrivers in Punjab, for example, Activity 1
shouldn’t define its market as broadly as “the worldwide tool Describe how Bajaj Auto Ltd. Has moved from mass marketing
users market” or as narrowly as “our present screwdriver to product-variety to target marketing. Select some other
customers.” But it may have the production and/or marketing examples of companies have moved from mass marketing to
potential to consider “the handyman’s hand-tool market in segmented marketing
North India.” Carefully naming your product-market can help
you see possible opportunities.
Product-related terms do not—by themselves—adequately
describe a market. A complete product-market definition
includes a four-part description.
What: 1. Product type (type of good and type of service)
To meet what: 2. Customer (user) needs
For whom: 3. Customer types
Where: 4. Geographic area
We refer to these four-part descriptions as product-market
“names” because most managers label their markets when they
think, write, or talk about them. Such a four-part definition can
be clumsy, however, so we often use a nickname. And the
nickname should refer to people—not products—because, as
we emphasize, people make markets!
Product type describes the goods and/or services that customers 2. Market Segmentation
want. Sometimes the product type is strictly a physical good or The method of identifying a group of consumers, within a
strictly a service. But marketing managers who ignore the broader market, that has similar characteristics and needs.
possibility that both are important can miss opportunities. Segments can be identified by examining demographic,
Psychographic, and behavioral differences. Thus a car manufac-
Product type should meet customer needs turer may identify different types of consumers preferring
Naming Product-Markets and Generic Markets different styles of cars, so they will segment their car buying
Customer (user) needs refer to the needs the product type markets accordingly. Perhaps identifying that younger car buyers,
satisfies for the customer. At a very basic level, product types with high incomes, will be more likely to buy a sports car, while
usually provide functional benefits such as nourishing, an older population of car buyers may be more apt to purchase
protecting, warming, cooling, transporting, cleaning, holding, a town car. Once these segments are identified, marketers can
saving time, and so forth. Although we need to identify such develop different marketing mixes that target each segment.
“basic” needs first, in advanced economies, we usually go on to Again, the marketer may identify a number of specialty
emotional needs—such as needs for fun, excitement, pleasing magazines that the young, affluent market reads, thus they will
appearance, or status. Correctly defining the need(s) relevant to run their advertisements for sports cars in these magazines.
a market is crucial and requires a good understanding of Individuals with diverse product needs have heterogeneous
customers. Customer type refers to the final consumer or needs.
user of a product type. Here we want to choose a name that Market segmentation is the process of dividing a total market
describes all present (possible) types of customers. To define into market groups consisting of people who have relatively
customer type, marketers should identify the final consumer or similar product needs, there are clusters of needs.
user of the product type, rather than the buyer—if they are
different. For instance, producers should avoid treating

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The purpose is to design a MARKETING MIX(s) that more • Behaviouristic Variables - Regular users-potential users-non-

CONSUMER BEHAVIOUR
precisely matches the needs of individuals in a selected market users Heavy/moderate/light users, 80-20 rule
segment(s). Frequent User Incentives
It is five x more expensive to attract a new customer, as it is
A market segment consists of individuals, groups or organiza-
to satisfy your current customers.
tions with one or more characteristics that cause them to have
Benefits segmentation-focus on benefits rather than on
relatively similar product needs.
features.
2.1 Criteria Needed for Segmentation Single Variable vs. Multi-Variable Segmentation
For segmentation to occur: • Single variable—achieved by using only one variable to
1. Segments must have enough profit potential to justify segment
developing and maintaining a MARKETING MIX • Multi-variable— more than one characteristic to divide
2. Consumer must have heterogeneous (different) needs for market.
the product. Provides more information about segment. Able to satisfy
customers more precisely. More variables create more
3. Segmented consumer needs must be homogeneous segments reducing the sales potential in each segment.
(similar)
We need to answer one question here. Will additional variables
4. Company must be able to reach a segment with a help improve the firms MARKETING MIX. If not there is
MARKETING MIX, little reason to spend more money to gain information from
For example, how do marketers reach children? extra variables.
• Cartoons Market Segmentation - bases of
• Cereal boxes Segmentation
• Sports illustrated for kids It is widely thought in marketing that segmentation is an art,
not a science.
Look at how media has changed recently due to changing
The key task is to find the variable, or variables that split the
demographics etc. and therefore the need of marketers to reach
market into actionable segments
these groups.
Media must respond because they are essentially financed by the There are two types of segmentation variables:
marketers or at least heavily subsidised 1. Needs
5. Must be able to measure characteristics & needs of 2. Profilers
consumers to establish groups. The basic criteria for segmenting a market are customer needs.
To find the needs of customers in a market, it is necessary to
2.2 Variables that Can be Used to Segment Markets undertake market research.
Need to determine the variables that distinguish marketing Profilers are the descriptive, measurable customer characteristics
segments from other segments. (such as location, age, nationality, gender, income) that can be
• Segmentation variables should be related to consumer used to inform a segmentation exercise.
needs for, and uses of, or behavior toward the product. IE The most common profilers used in customer segmentation
Stereo; age not religion. include the following:
• Segmentation variable must be measurable. No best way to
segment the markets. Selecting inappropriate variable limits Profiler Examples
the chances of success. Geographic
Variables for segmenting Consumer Markets include: • Region of the country
• Demographic - age, sex, migration patterns, and mortality • Urban or rural
rates, ethnic groups, income, education, occupation, family
Demographic
life cycle, family size, religion and social class.
• Age, sex, family size
• Geographic -Climate, terrain, natural resources, population
density, sub cultural values, different population growths • Income, occupation, education
in different areas. • Religion, race, nationality
City Size Psychographic
• Metropolitan Statistical Area • Social class
• Primary Statistical Metropolitan Area • Lifestyle type
• Consolidated Metropolitan Statistical Area • Personality type
Market density-# of potential customers within a unit of land. Behavioural
• Psychographic - personality characteristics, motives and • Product usage - e.g. light, medium, heavy users
lifestyles • Brand loyalty: none, medium, high

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 Market Segmentation - Demographic Market Segmentation - Behavioural
CONSUMER BEHAVIOUR

Segmentation Segmentation
Demographic segmentation consists of dividing the market Behavioural segmentation divides customers into groups based
into groups based on variables such as age, gender, family size, on the way they respond to, use or know of a product.
income, occupation, education, religion, race and nationality. Behavioural segments can group consumers in terms of:
As you might expect, demographic segmentation variables are
amongst the most popular bases for segmenting customer a. Occasions
groups. When a product is consumed or purchased. For example, cereals
This is partly because customer wants are closely linked to have traditionally been marketed as a breakfast-related product.
variables such as income and age. Also, for practical reasons, Kellogg’s have always encouraged consumers to eat breakfast
there is often much more data available to help with the cereals on the “occasion” of getting up. More recently, they have
demographic segmentation process. tried to extend the consumption of cereals by promoting the
product as an ideal, anytime snack food.
The main demographic segmentation variables are summarized
below:
b. Usage
Some markets can be segmented into light, medium and heavy
a. Age
user groups
Consumer needs and wants change with age although they may
still wish to consumer the same types of product. So marketers
c. Loyalty
design, package and promote products differently to meet the
Loyal consumers - those who buy one brand all or most of the
wants of different age groups. Good examples include the
time - are valuable customers. Many companies try to segment
marketing of toothpaste (contrast the branding of toothpaste
their markets into those where loyal customers can be found
for children and adults) and toys (with many age-based
and retained compared with segments where customers rarely
segments).
display any product loyalty. The airlines market is a very good
example in this case. Most of these airlines run very good
b. Life-cycle Stage
frequent fliers programme to retail customer loyalty.
A consumer stage in the life cycle is an important variable -
particularly in markets such as leisure and tourism. For example,
d. Benefits Sought
contrast the product and promotional approach of Club 18-30
This is an important form of behavioural segmentation.
holidays with the slightly more refined and sedate approach
Benefit segmentation requires marketers to understand and find
adopted by Saga Holidays.
the main benefits customers look for in a product. An excellent
example is the toothpaste market where research has found four
c. Gender
main “benefit segments” - economic; medicinal, cosmetic and
Gender segmentation is widely used in consumer marketing.
taste.
The best examples include clothing, hairdressing, magazines
and toiletries and cosmetics. Market Segmentation - Geographic
Segmentation
d. Income Geographic segmentation tries to divide markets into different
Many companies target affluent consumers with luxury goods geographical units: these units include:
and convenience services. Good examples include Louise Phillip • Regions: e.g. in India these might be North, South East,
shirts, Hush Puppies shoes, mango and American Express. By Northeast and West.
contrast, many companies focus on marketing products that • Countries: perhaps categorised by size, development or
appeal directly to consumers with relatively low incomes. membership of geographic region
Examples include Nirma detergents, Lifebuoy soap, and
discount clothing retailers such as Megamaart. • City / Town size: e.g. population within ranges or above a
certain level
e. Social Class • Population density: e.g. urban, suburban, rural, and semi-
Many marketers believe that consumers “perceived” social class rural
influences their preferences for cars, clothes, home furnishings, • Climate: e.g. Northern, Southern
leisure activities and other products & services. There is a clear Geographic segmentation is an important process - particularly
link here with income-based segmentation. for multi-national and global businesses and brands. Many
such companies have regional and national marketing
f. Lifestyle programmes, which alter their products, advertising and
Marketers are increasingly interested in the effect of consumer promotion to meet the individual needs of geographic units.
“lifestyles” on demand. Unfortunately, there are many different
lifestyle categorization systems, many of them designed by
advertising and marketing agencies as a way of winning new
marketing clients and campaigns.

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Firms need creative strategy planning to survive in our increas- 2.3 Criteria for segmenting a broad product-market

CONSUMER BEHAVIOUR
ingly competitive markets. and/or service)
Once a broad product-market is segmented, marketing manag- Effective market segments generally meet the following criteria:
ers can use one of three approaches to market-oriented strategy 1. Homogeneous (similar) within—the customers in a
planning: market segment should be as similar as possible with
1. the single target market approach, respect to their likely responses to marketing mix variables
and their segmenting dimensions.
2. the multiple target market approach, and
2. Heterogeneous (different) between—the customers in
3. the combined target market approach.
different segments should be as different as possible with
respect to their likely responses to
Geographic Demographics Psychographic Product marketing mix variables and their
related
consumer segmenting dimensions.
characteristics 3. Substantial—the segment should
Potential Nation/Regio Age, Sex, Buying Social class Amount of be big enough to be profitable.
Consumer n Power, Personality Usage 4. Operational—the segmenting
Segments State/region expenditure Life Cycle Type of usage
Climate/Terra patterns, Brand Loyalty dimensions should be useful for
in Occupation, Benefits identifying customers and deciding on
Population education, Race or sought. marketing mix variables.
Density, Nationality, family It is especially important that segments be
Market Life Cycle operational. This leads marketers to include
density demographic dimensions such as age,
income, location, and family size. In fact,
Fig 1.1 Segmentation variables it is difficult to make some Place and Promotion decisions
without such information. Avoid segmenting dimensions that
Market segmentation is a two-step process of:
have no practical operational use. For example, you may find a
1. Naming broad product-markets and personality trait such as moodiness among the traits of heavy
2. Segmenting these broad product-markets in order to select buyers of a product, but how could you use this fact? Sales-
target markets and develop suitable marketing mixes. people can’t give a personality test to each buyer. Similarly,
This two-step process isn’t well understood. First-time market advertising couldn’t make much use of this information. So
segmentation efforts often fail because beginners start with the although moodiness might be related in some way to previous
whole mass market and try to find one or two demographic purchases.
characteristics to segment this market. Customer behavior is The combined target market approach—combining two or
usually too complex to be explained in terms of just one or more sub markets into one larger target market as a basis for
two demographic it would not be a useful dimension for one strategy.
segmenting Note that all three approaches involve target marketing. They all
Activity 2 aim at specific, clearly defined target markets. For convenience,
Define how you think MacDonald’s; Pizza Hut and a local we call people who follow the first two approaches the
restaurant have segmented the market. “segmenters” and people who use the third approach the
“combiners.” Customers can be described by many specific
dimensions. A few are behavioral dimensions, others are
geographic and demographic. Regardless of whether customers
are final consumers or organizations, segmenting a broad
product-market may require using several different dimensions
at the same time. To select the important segmenting dimen-
sions, think about two different types of dimensions.
Qualifying dimensions are those relevant to including a
customer type in a product-market. Determining dimensions
are those that actually affect the customer’s purchase of a specific
product or brand in a product-market.
By differentiating the marketing mix to do a better job meeting
customers’ needs, the firm builds a competitive advantage.
When this happens, target customers view the firm’s position
in the market as uniquely suited to their references and needs.
Further, because everyone in the firm is clear about what
position it wants to achieve with customers, the Product,

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 Promotion, and other marketing mix decisions can be blended Chapter 1
CONSUMER BEHAVIOUR

better to achieve the desired objectives.

Although the marketing manager may want customers to see The study of Consumer Behaviour
the firm’s offering as unique, that is not always possible. Me- Lesson 1.05
too imitators may come along and copy the firm’s strategy.
Further, even if a firm’s marketing mix is different, consumers Tutorial on Segmentation
may not know or care. They’re busy and, simply put, the firm’s
1a. Suppose you are the marketing manager for a new Maruti
product may not be that important in their lives. Even so, in
sports car that is going to be launched. How would you
looking for opportunities it’s important for the marketing
use intermarket segmentation to develop marketing
manager to know how customers do view the firm’s offering. It’s
strategies for Maruti?
also important for the marketing manager to have a clear idea
about how he or she would like for customers to view the
firm’s offering. This is where another important concept,
positioning, comes in.
3. Positioning
Positioning refers to how customers think about proposed
and/or present brands in a market. A marketing manager
needs a realistic view of how customers think about offerings in
the market. Without that, it’s hard to differentiate. At the same
time, the manager should know how he or she wants target
customers to think about the firm’s marketing mix. Positioning
issues are especially important when competitors in a market
appear to be very similar. For example, many people think that
there isn’t much difference between one brand of TV and
another. But Sony wants TV buyers to see its Trinitron brand
screen as offering the very best picture.
Once you know what customers think, then you can decide
whether to leave the product (and marketing mix) alone or
reposition it. This may mean physical changes in the product
or simply image changes based on promotion. For example,
most cola drinkers can’t pick out their favorite brand in a blind
test—so physical changes might not be necessary (and might
not even work) to reposition a cola. Yet, ads that portray Pepsi
drinkers in exciting situations help position it as the “choice of
a new generation.” Conversely, 7-Up reminds us that it is the
uncola with no caffeine, “never had it and never will.” Figuring
out what customers really think about competing products isn’t
easy, but there are approaches that help. Most of them require
some formal marketing research. The results are usually plotted
on graphs to help show how consumers view the competing
products. Usually, the products’ positions are related to two or
three product features that are important to the target custom-
ers.
Managers make the graphs for positioning decisions by asking
consumers to make judgments about different brands—
including their “ideal” brand—and then use computer
programs to summarize the ratings and plot the results. The
details of positioning techniques—sometimes called “percep-
tual mapping”—are beyond the scope of this lesson.
Remember that positioning maps are based on customers’
perceptions—the actual characteristics of the products as detected
by chemical tests might be quite different.
Positioning is based on customers’ views
Differentiation and Positioning Take the Customer Point
of View
Opportunities Can Begin by Understanding Markets

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1b. In reference to the question above, how would you best 4. Developing a Target Market Strategy

CONSUMER BEHAVIOUR
communicate to the target audience? Describe your Developing a target market strategy has three phases:
promotion campaign for Maruti. 1. Analyzing consumer demand
2. Targeting the market(s)
• Undifferentiated
• Concentrated
• Multisegmented
3. Developing the marketing strategy

4.1 Selecting Target Markets (Analyzing Demand)

Need to aggregate consumers with similar needs.
Demand patterns: Do all potential customers have similar
needs/desires or are there clusters? Types of demand patterns
are:
• Homogeneous Demand-uniform, everyone demands the
product for the same reason(s).
• Clustered Demand-consumer demand classified in 2 or
more identifiable clusters.
• Diffused Demand-Product differentiation more costly and
more difficult to communicate IE Cosmetic market, need
to offer hundreds of shades of lipstick. Firms try to
modify consumer demand to develop clusters of at least a
moderate size. Or uses one MARKETING MIX.

4.2 Targeting the Market

4.2.1 Undifferentiated Approach (Total Market
approach)
Single Marketing Mix for the entire market.
All consumers have similar needs for a specific kind of product.
Homogeneous market, or demand is so diffused it is not
worthwhile to differentiate, try to make demand more homoge-
neous.
Single marketing mix consists of:
• 1 Pricing strategy
• 1 Promotional program aimed at everybody
• 1 Type of product with little/no variation
• 1 Distribution system aimed at entire market
The elements of the marketing mix do not change for different
consumers; all elements are developed for all consumers.
Examples include Staple foods-sugar and salt and farm
produce. Henry Ford, Model T, all in black.
Popular when large-scale production began. Not so popular
now due to competition, improved marketing research
capabilities, and total production and marketing costs can be
reduced by segmentation.
Organization must be able to develop and maintain a single
marketing mix.

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 Major Objective is to Maximize Sales 5. Market Segmentation Strategies
CONSUMER BEHAVIOUR

There are two Market Segmentation Strategies

Market segmentation - why segment markets?
There are several important reasons why businesses should 5.1 Concentration Strategy.
attempt to segment their markets carefully. These are summa- This strategy talks of single market segment with one market-
rized below ing mix.
Better matching of customer needs Market
Customer needs differ. Creating separate offers for each
|
segment makes sense and provides customers with a better
solution |A Market Segment
Enhanced profits for business |—————————
Customers have different disposable income. They are, One marketing mix—————————>A Market Segment
therefore, different in how sensitive they are to price. By |—————————
segmenting markets, businesses can raise average prices and
|A Market Segment
subsequently enhance profits
|
Better opportunities for growth
Market segmentation can build sales. For example, customers PROS include
can be encouraged to “trade-up” after being introduced to a • It allows a firm to specialize
particular product with an introductory, lower-priced product • Can focus all energies on satisfying one group’s needs
Retain more customers • A firm with limited resources can compete with larger
Customer circumstances change, for example they grow older, organizations.
form families, change jobs or get promoted, change their
CONS include
buying patterns. By marketing products that appeal to custom-
ers at different stages of their life (“life-cycle”), a business can • Puts all eggs in one basket.
retain customers who might otherwise switch to competing • Small shift in the population or consumer tastes can greatly
products and brands effect the firm.
Target marketing communications • May have trouble expanding into new markets (especially
Businesses need to deliver their marketing message to a relevant up-market). Haggar having problems finding someone to
customer audience. If the target market is too broad, there is a license their name for womens apparel, even though
strong risk that (1) the key customers are missed and (2) the women purchase 70% Haggar clothes for men.
cost of communicating to customers becomes too high / Objective is not to maximize sales; it is efficiency, attracting a
unprofitable. By segmenting markets, the target customer can large portion of one section while controlling costs.
be reached more often and at lower cost
Examples include ROLEX, Anyone wear one.
Gain share of the market segment Who are their target markets??
Unless a business has a strong or leading share of a market, it is
unlikely to be maximizing its profitability. Minor brands suffer 5.2 Multi-segment Strategy
from lack of scale economies in production and marketing, 2 or more segments are sought with a marketing mix for each
pressures from distributors and limited space on the shelves. segment, different marketing plan for each segment. This
Through careful segmentation and targeting, businesses can approach combines the best attributes of undifferentiated
often achieve competitive production and marketing costs and marketing and concentrated marketing.
become the preferred choice of customers and distributors. In
Market
other words, segmentation offers the opportunity for smaller
firms to compete with bigger ones Marketing mix——————————>|a market segment
|_______________________
Marketing mix——————————>|a market segment
|_______________________
Marketing mix——————————>|a market segment
|_______________________
Marketing mix——————————>|A Market Segment
|

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Example: Marriott International: d. Demographics

CONSUMER BEHAVIOUR
1. Marriott Suites...Permanent vacationers
2. Fairfield Inn...Economy Lodging
3. Residence Inn...Extended Stay
4. Courtyard By Marriott...Business Travelers
PROS include
• Shift excess production capacity.
• Can achieve same market coverage as with mass marketing. Case on Segmentation
• Price differentials among different brands can be Satish: The Meatwalla
maintained Contact Lens!! Introduction
• Consumers in each segment may be willing to pay a Satish Sehajpal was an officer in the air force. He belonged to the
premium for the tailor-made product. administrative and special duties branch and had specialized in
• Less risk, not relying on one market. catering. He had undergone many courses and training
CONS include programmes to prepare himself for the onerous responsibilities
of looking after the dietary needs of airmen located at various
• Demands a greater number of production processes.
bases. Sehajpal had studied hygiene, nourishment, diet
• Costs and resources and increased marketing costs through planning, quality assurance of food products, cooking tech-
selling through different channels and promoting more niques and so on. He enjoyed his work and his fatherly figure
brands, using different packaging etc. (he looked older than is 42 years) evoked respect from all those
• Must be careful to maintain the product distinctiveness in whose food he looked after. His seniors listened to his advice
each consumer group and guard its overall image (Contact and his colleagues loved his helpful nature, laughter and
lenses) hospitality.
The core product is the same, use different Packaging, Brand Life look a turn when Satish Sehajpal lost his father. Sehajpal
Name, Price to differentiate and create a different marketing mix. was very fond of his parents and realized that the responsibility
What will happen if consumers find out?? of looking after his mother had fallen fully on him. His father
Objective: Sales maximization, but can remain a specialist. Can had left a substantial amount of investments. Satish Sehajpal
get firmly established in one segment, then pursue another. had to reluctantly leave the air force and settle in Hyderabad.
Activity 3 The Industrialist
What major differences do you observe amongst the users of Satish went in search of a suitable occupation. A number of
Surf and Nirma in terms of various life-style dimensions? friends suggested that he set up a 5-star eating place because of
Life-style dimension Surf Vs. Nirma his background in catering. He was examining various alterna-
tives when he came across an advertisement for the sale of a
a. Activities meat processing plant and an abattoir. The company, M/s
Bindu & Gautam, exported meat to the Middle East in ready to
consume packaging for a family. Satish Sehajpal studied the
details and conclude that:
1. M/s Bindu & Gautam had set up this industry from the
scratch. It had been consistently returning profits from the
time it started commercial production.
2. The company had a turnover of approximately Rs 8 crore
b. Interests
per annum, though the capacity of the processing plant
and the abattoir was 12 tonnes of finished product per day.
3. The sale of the plant could be considered a distress sale to
some extent since the owners, Bana and Girish were
migrating to Cananda to settle with their children. The
owners would be happy to get the total price in their hand
at one go. This would enable them to leave the country
c. Opinions quickly.
Instalment payments were not satisfactory from them.
4. Satish Sehajpal could afford to buy the plant from the
assets left by his father.

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11.623.3 33
 The deal went through quickly and smoothly. Satish Sehajpal Segmentation
CONSUMER BEHAVIOUR

was happy at having become an industrialist ‘Satish Sehajpal, Satish Sehajpal showed his inclination to consider the sugges-
Industrialist’ sounded great. However, his friends gave him the tion unanimously put up by his senior team. He, however, felt
title ‘Satish: The Meatwalla’. This angered Satish and in protest, that the local meat market was too wide to be covered at one
he gave up eating meat. stroke. A detailed study was to be conducted by Dastidar, as per
the directions of Mr Sehajpal, during the following 4 weeks.
The Problems
After the study, Dastidar’s findings were presented to the
Slowly, Satish Sehajpal started understanding the problems. The
management team consisting of Satish, Nikhil, Jyoti, Samir etc.
most difficult area of working was kickbacks, speed money,
Dastidar proposed that initially M/s Bindu & Gautum should
‘tips’, etc. His 2 decades in the air force had prepared him for
concentrate on selling their product in the states of Maharashtra
many things, but not these facets of working. Second, there was
and Andhra Pradesh only. The market could be divided as
the problem of purchasing proper inputs and organizing timely
follows:
transportation. He had a good materials manger named Nikhil,
who made all the arrangements economically and efficiently. The 1. An upper segment of the market where the customers
third and most important problem was that of quality control. were willing topay additional prices for high quality,
Satish Sehajpal realized that M/s Bindu & Gautum would hygienically produced and packed meat. This segment
continue to make good profits as long as there were no would like fat-free meat without any spices, since about 15-
rejections of meat consignments abroad. He was quick to 20 per cent of the buyers in this category were liked to be
understand that though the processing plant and the abattoir foreigners. This segment could consume all the additional
were fairly modern, there were so many reasons for the consign- production being planned at M/s Bindu & Gautaum. The
ments not being accepted. The reasons could be products for this segment would have to be the same as
non-conformance with stringent quality requirements, rejections those being exported and thus the investment would be
due to delayed delivery, temporary cancellation of order for brief low and waste of time to change from one product to
period due to political or religious reasons, labour trouble in another would be avoided. However, there was little chance
various organizations, etc. Disposal of non-accepted consign- of the Middle East. Selected outlets in high-income group
ments or those returned from abroad or not sent there at the areas would have to be approached to retail the meat. Some
last moment was a real problem. This had tobe tackled with advertising would be needed.
minimum losses. 2. Institutional sales to hotles, restaurant, hospitals, hostels,
There was also the problem of exports being reduced or orders etc., could absorb not only the increased output but a
being cancelled altogether. Other Asian and African countries substantial (say up to 30-40 per cent) portion of the meat
had been viewing the meat markets of the Middle East M/s being exported. The packaging would have to be changed
Bindu & Gautum were, therefore, seriously worried about to bulk packaging and the institutions would insist on
losing their sole market or the market shrinking due to various regular and assured supplies at lower prices. The product
reasons. would have to be changed to suit Indian cuisine. Not
Satish Sehajpal was, one day, approached by 3 of his senior much advertising would be needed.
managers; Jyouti, who headed financ, Samir, who was in charge 3. Middle level bazaar sales would require product change to
of production and Dastidar, the marketing in charge. They had suit Indian cuisine, though the packing could continue to
come up with a proposal. Samir suggested that with marginal be the same as that used for export consignments. A large
additional investment, the turnover could be increased by 20-25 number of retail outlets would have to be approached.
per cent. The previous owners had been keen to wind-up and Considerable advertising would be needed. A rough
had thus not accepted their proposal to increase the utilization estimate showed that the market would be price sensitive.
factor of the plant and the abattoir. Jyoti added that the Lower prices could increase the size of the existing market.
additional investment would be around Rs 60 lakh. This could A comprehensive market research study would be required
be spread over 9-10 months and bankers could be persuaded to to determine the sizes of the market at different prices. At
extend additional credit for 5 years, in which time the company a first approximation, this market could equal the
would be able to show an increased turnover. Jyoti continued institutional market at similar prices.
that higher levels of production would also reduce the cost of
the meat being produced and thus improve the profits. It was, Conclusion
however, Dastidar who sold the idea. He argued that M/s The management team listened to Mr. Dastidar’s presentation.
Bindu & Gautum should look at the growing domestic market. Samir Verma, the production chief, added that investments for
The Indian market continued to be serviced by the conventional changing the products to suit Indian cuisine would be small
butchers/meat sellers. The consumers would respond posi- and may be ignored. The senior managers could not decide
tively to a quality product. The image of M/s Bindu & Gautum which segment of the market would be more suitable for M/s
as meat exporters would stand them in good stead in the Bindu & Gautum. The team left the decision to you: the
national market. Sales in the domestic market could also management consultant. What will be your recommendation
provide the much-needed cushion against possible consign- and why?
ment rejections, cancellations or shrinking of orders from Maximum time to solve this case study: 40 minutes.
abroad. Diversification into the Indian market, Dastidar
emphasized, was inescapable.

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34 11.623.3
Market Segmentation audit of target audience selection. This is important because

CONSUMER BEHAVIOUR
even with the right product and communication, a company
Article 1
may not achieve the desired results if it targets the wrong
Audit Your Marketing audience. Further, segmentation needs to be clear and defined
Evaluation of all aspects of marketing periodically is and its basis chosen well, whether it be usage segmentation,
important to keep your brand in good shape. through psychographics or benefit segmentation.
The next element of marketing audit is related to the main
ingredients of a brand — the positioning strategy. After
segmentation audit, it is important to evaluate the positioning
stance of the brand and its relevance in the current context as
well as versus competition. This is crucial, as consumers change
and brands must have a relevant and contemporary positioning
to have a long life.
After this, it is important to look at each element of the
marketing mix.
First and foremost is product portfolio audit, which is em-
ployed to assess the correctness of the product in range, as also
decide on modifications to it. It is also vital to do a pricing
audit, and regularly monitor its impact on sales, market share
and profits and check if you are available at appropriate price
There is wisdom in running a check points.
• Has Kellogg’s Cornflakes increased its household penetration? Following this, a series of audits needs to be done for existing
• Has the awareness of AirTel gone up? products, pricing, customer service, distribution sales, market-
• Is Intel increasing its perception amongst new computer users? ing research, people, physical appearances, ambience and
processes. This detailed analysis is useful to measure the health
• Is Ghari detergent expanding its distribution network from the
of the brand. It is like a quarterly medical check-up of the
North to other parts of the country?
brand.
• What could be the future growth map of Ujala?
The next stage involves a detailed audit of the communication
• How is the relationship between Rasna and its target consumers strategy. This is significant as large sums of money will be
developing after the new campaign? wasted if the communication strategy is not handled well.
THESE and many more questions come up during the life of a Following this is the communication-mix audit, which covers
brand. strategies for advertising, personal selling, public relations, sales
Would you not like to know the health of your brand through promotion, perception, relationship, direct marketing and event
a regular Brand Health check-up? I would recommend that you marketing.
regularly do a marketing audit of your brand so that the brand After this, it is crucial to summarise the findings and bring
remains healthy and strong. about the most value-added contribution during the marketing
What is marketing audit? And why do I strongly recommend audit process. This is the stage of interpretation of the
that it be conducted every quarter as well as annually? findings, which helps in correcting the course in terms of
Marketing audit involves thorough evaluation of all elements structure, systems and awareness at the consumer level, trade,
of marketing. The assessment is enabled by a comparison with sales force and overall organisation process.
the objectives and targets, set not only in terms of sales but in Very few companies in India practise the system of marketing
parameters such as the ratio of advertising to sales, percentage audit. It is important to regularly check, assess and evaluate your
of awareness , percentage of household penetration, perfor- marketing and brands process and systems to ensure awareness,
mance of the sales force and promotional programmes. trials, repeats, higher sales growth, marketing share and profits
Qualitatively too, elements such as brand personality and the for your brands.
health of the brand, among others, are audited. Marketing Segmentation
Further, there is a process audit as well as a strategy audit, which Article 2
establishes whether the marketing task is being carried out right.
Going Regional
The major components of marketing audit are done in a
sequence, starting with consumer behaviour. This helps the Marketers would do well to remember that a single
company understand its customers, why they buy its products marketing strategy for the various markets in the country
and services, where and how they use its products, and similar won’t work.
behavioural patterns. LOOK at the traditional segmentation used by marketers and
After the consumer behaviour audit, it is important to look at corporate strategists. Most plans, particularly in the FMCG
specific elements related to customer segmentation as well as the industries, are based on an urban-rural segmentation, or

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11.623.3 35
 segmentation by socio-economic classification (SEC). The The advantages are several. Regional markets are geographically
CONSUMER BEHAVIOUR

implicit assumption is that consumers across the country are contiguous, making logistics much easier than for national
largely similar (except for language), and hence these segmenta- brands. It is easier to penetrate deeper into markets if the
tions adequately capture any differentiation. operation is geographically restricted.
There are two reasons for re-examining this assumption. First, The burst of regional satellite TV means that they can be
it simply may not be true! India is a mosaic of very different covered by TV far more cheaply and more cost effectively than
cultures and regions - are such simplistic assumptions work- on national media. Regional print can now be used far more
able? True, this approach has worked pretty well in the past, but efficiently. Economies of scale? Most industries have more than
that is more likely due to the ‘first mover’ effect. The rural enough excess capacity available for outsourcing.
markets in particular were so underdeveloped that anyone at all Of course, this is not a panacea. Some industries, such as
who bothered to reach them got rich dividends. cosmetics, personal care and foods, lend themselves more to
Today, things are different. The growth of television and this approach. Others either do not, or are so capital-intensive
improvement in roads has led to rural consumers becoming far (like cars) that the approach isn’t economically viable.
more aware of products and services. Companies in personal More important, business will effectively move from a portfolio
care, foods, textiles, consumer appliances and other FMCG of a few, large brands to an agglomeration of small, regional
products have bombarded these markets with small packs and ones.
other ‘rural’ products. As a result, new entrants trying to enter
This puts severe stress on the organisation. A regional strategy
the rural markets today face issues such as lack of good
is useless without decentralised control of production and
stockists, overcrowded retail shelves, intense competition and
marketing. A mechanism is needed to maintain financial and
brand-savvy customers. In fact, the situation is very similar to
operational control over several, possibly dozens, of operating
the urban markets.
units. Communication between marketing and front line sales
Which brings us to the second reason. With the rural markets representatives has to be improved to ensure a quick response
no longer a guaranteed source of sales, where do marketers go? in local markets. Managers have to be convinced that working in
One option is to penetrate even deeper into the countryside, a regional, non-metro office is not a career dead-end.
down to villages with population less than 2,000.
But all these are manageable issues. In fact, companies such as
HLL for one is doing this, but the effort remains beyond most Bata in footwear, or even HLL (in its erstwhile Animal Foods
other companies. Another option is to go in for narrower Division), have handled the challenge of delivering localised
product niches, like toothpastes with three stripes versus those products from a national system without ending up with
with two stripes. But these lead quickly to consumer confusion inventory logjams or unwanted products. Note that this entire
and fatigue, as well as the company finding itself saddled with a approach involves changing the company so as to meet
logistical nightmare. Further, these approaches still assume a consumer needs better, rather than trying to give the consumer
great degree of uniformity across the country. what is convenient for the marketer. And isn’t that what
A third approach is for a company to have a uniform platform marketing is supposed to be all about?
for its product, but make it available in different forms in
Article 3
different regions, as done by some tea brands like Taaza. But for
this, the product category must both be capable of a uniform M and M Launches Bolero Variant
promise (easy), and of being delivered in different, yet suitable Mahindra & Mahindra (M&M) has launched an open-top
variants (very difficult except for a few products). variant of the Bolero called Invader in a bid to create a new
segmentation in the highly cluttered Indian car market. The
A promising way out is to re-examine this basic assumption.
vehicle has been positioned as having the power of a sport
As mentioned earlier, India is not a uniform market. Regional
utility vehicle as well as the comfort of a car.
differences are enormous. Yes, there will always be some
common factors, which, after all is what national brands tap However, company officials felt that the Invader would not
into. But it is now time to shift from a ‘one size fits all’ cannibalise M&M’s existing offerings. M&M decided to launch
approach to customised, region-specific marketing. the soft-top version on the Bolero platform, instead of Scorpio
as the company felt that this would enable it to keep the vehicle
This needs a mindset very different from the one that, for
in the price segment. Moreover, the retro-fit appeal of Bolero
example, considers a Hindi, essentially northern belt ad
would be more in tune with the Invader, according to M&M
translated into Tamil as ‘regionalised’. Each region has a strong
vice president (marketing) Rajesh Jejurikar.
culture and set of traditions - regionalised marketing must
begin with products that fit this, then carry on to communica- M&M would replace its “Classic” model with the new Bolero
tion specifically developed for the region. variant. The company currently sells around 1,300 units of soft-
tops per month. The base version has a price tag of Rs 3.78
It is not a coincidence that while the larger, ‘national brand’-
lakh (ex-showroom Jaipur).
oriented FMCG companies are slowing down, small regional
players with products and communication fine-tuned to their M&M executive director and president (automotive sector) Alan
markets are zipping ahead. An Arokya ad is quintessentially Durante said that the company was looking at the African
Tamil, in a way that no translated Nestle ad, no matter how market for exports apart from neighbouring countries. It could
slickly produced, can ever be. be useful for government agencies like the police or defence

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36 11.623.3
establishments, he added. On exports, Mr Durante said that Chennai and in the South, in general. In time, it came to be

CONSUMER BEHAVIOUR
initially the company was planning it on CBU (completely built perceived by people in the North as a South Indian car, and
units) basis for its vehicles unless there is demand to set it up as hence the Matiz was preferred! I am not sure how true this is or
a separate facility. how extensive the study was. But this gives me the impression
Production of Bolero would continue to be in the region of that while brands can be more enduring, they can be limited by
750-800 units a month. Company officials, however, did not the boundaries of the classification or segmentation made by
divulge sales target for the new vehicle, preferring to say that the the market. This segmentation can be based on age, geography
company was fully geared to meet the demand. The petrol or any other parameter. What are your thoughts on this?
version of the “Invader” with an Isuzu engine would be In another piece of literature on branding, I came across yet
available in the next three to four months. The vehicle would another interesting view that suggests that customers (or the
initially be available in the four metros, Jaipur and Chandigarh market) do not fall into fixed segmentation patterns. Rather,
from mid-April and a phased rollout across the country from they are defined by what the brand communicates. The writer
May onwards. The vehicle is powered by a 2.5 litre IDI diesel took pains to explain that despite changes in business, technol-
engine offering 72.5 bhp output with a DI diesel version, and ogy, social and economic conditions, market perceptions of
58 Bhp diesel engines.
brands have not changed much. The market reacts to the brand
Nimble Brands Stay Eternal based on what the brand offers. Every brand offers a set of
Brand owners need to remember that brands that don’t promises or values that appeal to the targeted segment in a
keep up get lost quickly. They first become irrelevant, then particular way. The trick is to have the product or service meet
invisible and then they’re gone! the values or promises for the brand to succeed.
Based on all these views, I have the following questions: Are
brands really eternal? Are they otherwise limited by the way
markets segment them or are they limited by the values or
attributes or promises they offer?
YOUR question is all the more pertinent today, given the rapid
growth in technology leading to the creation and obsolescence
of product categories and resulting in ever changing consumer
needs.
This is clearly the best of times and the worst of times for big
brands. While brands such as Marlboro, Levi’s, Campbell,
Sunsilk and Lifebuoy continue to enjoy high popularity after
many decades and across many continents, iconic brands such as
Polaroid, Cadillac and Oldsmobile have either died or are going
through very troubled times. What determines the life of a
brand and why have some brands been successful where others
have failed?
The answer lies in many factors that affect the brand. The first
to be considered is the linkage of a brand with a particular
product category. If a brand has established itself very strongly
in a product category and the category itself becomes obsolete,
the brand will die a natural death, unless the company has the
foresight and vision to enter related contemporary product
categories that enable it to build on the existing equity of the
brand.
Take the classic example of Polaroid which had established
itself as a strong brand in instant photography and is facing
Levi’s is a brand that has stood the test of time.
troubled times because the technology is no longer relevant. A
The markets are cluttered with products, technologies and logical extension for the brand would have been to enter digital
services, and it is branding that has helped successful products/ photography where its promise of instant photography would
services/ companies stand out from the crowd and avoid the have been all the more relevant.
commodity trap. My study so far indicates that recent years have
seen a big surge in the awareness of brand building. Yet, do A similar example closer home is that of Singer sewing
brands have life cycles or are they eternal? What puzzles me machines, a name that was almost synonymous with sewing
about this is that there have been innumerable instances where a machines in India for many decades, but failed to extend into
particular product was very popular once, but was rejected later related categories as the market for sewing machines began
simply because it was identified with the older generation. declining. Usha sewing machines, on the other hand, success-
fully transferred some of the equity from sewing machines to
Similarly, I read about an interesting situation involving the
launch a range of home appliances under a sub-brand, Usha
Matiz and the Santro. The sales of the Santro started off well in
Lexus.

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11.623.3 37
 The second factor to be considered is the core promise of the • Hybrid segmentation
CONSUMER BEHAVIOUR

brand or the reason why consumers prefer the brand to other • VALS
competing brands. In the case of Cadillac, the automobile
• Counter segmentation
offered consumers ‘luxury’. However, over a period of time
new brands such as BMW, Mercedes, Ferrari or Alpha Romeo • Differentiated marketing
came into the market and offered consumers not just ‘luxury’
but ‘luxury combined with superior performance’. In fact, Points To Remember
studies show that luxury for luxury’s sake is no longer relevant
to those under 60 who are buying luxury cars. Cadillac is today a
struggling brand because it did not adapt its promise to meet
the changing needs of its consumers. Consumer expectations The process of
have risen and Cadillac is today performing below expectations. dividing a potential
Sunsilk, a Unilever brand launched in 1954, is an example of a market into distinct
brand that has been continuously appealing to different subsets of consumers
consumer segments in 40 markets across the globe, due to its Market and selecting one or
understanding of the requirements of different consumers and
Segmentation more segments as a
being able to consistently address these through a range of
products. Some recent product innovations include colourants,
target market to be
Afro Hair and Black Hair. reached with a
distinct marketing
The third factor, as correctly pointed out by you, is the target
market and target segments for the brand. Many successful
mix.
power brands have learnt that to extend the life cycle of a brand,
it is not always necessary to either enter new categories or re-
position the brand, but simply to re-define the brand’s target
market and segments. Marlboro, a brand built in the US,
realised that the changing lifestyles and habits of US citizens
were moving them away from the smoking habit and immedi-
ately launched the brand in less health-conscious countries. The
Marlboro brand today is the preferred brand in Russia. Similarly,
a brand such as Starbucks has been extremely successful in
dealing with flagging sales in the US by entering new markets,
such as China. The entry of Ford Motors and Toyota in the
Indian market also illustrates this principle.
A brand’s life cycle, unlike the product life cycle, is thus infinite
and depends on the light-footedness, vision and capabilities of
the team managing the brand. The threat of extinction is
heightened depending on the industry or the sector. Product
categories such as automobiles, information technology, fashion
and so on face a far greater threat of extinction. My advice to all
brand owners is to follow the simple rule — remember that
brands that don’t keep up get lost quickly. They first become
irrelevant, then invisible and then they’re gone!
Key Terms
• Market segmentation
• Mass marketing
• Positioning
• Repositioning
• Geographic segmentation
• Micro marketing strategies
• Demographic segmentation
• Psychological segmentation
• Sociocultural variables
• Use-related segmentation
• Benefit segmentation

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38 11.623.3
 CONSUMER BEHAVIOUR
Table 3.2 Market Segmentation
Three Phases of Marketing SEGMENTATION BASE
SEGMENTATION BASE SELECTED SEGMENTATION VARIABLES
Strategy Geographic Segmentation
Region Southwest, North American, Alaska, Hawaii
City Size Major metropolitan areas, small cities, towns
n Phase 1: Market Segmentation Density of area Urban, suburban, exurban, rural
Climate Temperate, hot, humid, rainy
n Phase 2: Target Market and Marketing Demographic Segmentation
Age Under 11, 12-17, 18-34, 35-49, 50-64, 65-74, 75-99, 100+
Mix Selection Sex Male, female
Marital status Single, married, divorced, living together, widowed
n Phase 3: Product/Brand Positioning Income Under Rs25,000, Rs25,000-Rs34,999, Rs35,000-Rs
49,999, Rs50,000-Rs74,999, Rs75,000-Rs99,999,
Education Rs100,000 and overhigh school graduate, some college,
Some high school,
college graduate, postgraduate
Occupation Professional, blue-collar, white-collar, agricultural,
military

Bases for Segmentation Table 3.2, continued

SEGMENTATION
SEGMENTATION BASE SELECTED SEGMENTATION VARIABLES VARIABLES
n Geographic Segmentation Psychological Segmentation
Needs-motivation Shelter, safety, security, affection, sense of self-worth
n Demographic Segmentation Personality Extroverts, novelty seeker, aggressives, low dogmatics
n Psychological Segmentation Perception Low-risk, moderate-risk, high-risk
Learning -involvement Low-involvement, high -involvement
n Psychographic Segmentation Attitudes Positive attitude, negative attitude
n Sociocultural Segmentation Psychographic
(Lifestyle) Segmentation Economy-minded, couch potatoes, outdoors enthusiasts,
n Use-Related Segmentation status seekers
Sociocultural Segmentation
n Usage-Situation Segmentation Cultures American, Italian, Chinese, Indian, French, Pakistani
n Benefit Segmentation Religion Hindu, Moslem, Christian, Sikh, other
Subcultures (Race/ethnic) North-Indian, South-Indian
n Hybrid Segmentation Approaches Social class Lower, middle, upper
Family life cycle Bachelors, young married, full nesters, empty nesters

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11.623.3 39