Market Segmentation is the marketing process of

identifying and breaking up the total market into

groups of potential customers with similar
motivations, needs or characteristics, who are likely
to exhibit homogeneous purchase behaviour.
Market segmentation involves the subdividing of a
market into distinct subgroups of customers, where
any subgroup can be selected as a target market to
be met with a distinct marketing mix.
 Market Segmentation

Geographic Segmentation

Demographic Psychographic Behavioral Hybrid

segmentation segmentation segmentation segmentation
 Geographic segmentation calls for division of the
market into different geographical units such as:

Region (or) country

Country Size (or) city size
Density of area
Climate
 In demographic segmentation, it is divided the market into groups on the basis of
variables such as:
Age
Family size
Family life cycle
Gender
Income
Occupation
Education
Religion
Race
Generation
Nationality
Social class
 In psychographic segmentation, buyers are divided
into different groups on the basis of

Personality traits
Lifestyle
Values
Attitude
 In behavioral segmentation, marketers divide buyers into groups on
the basis of

Occasions
Benefits
User status
Usage rate
Buyer-readiness stages
Loyalty status
There are divided into two types:

Geodemographic segmentation
Psychographic demographic
segmentation