Description
Market segmentation is the roadmap towards the definition of target markets—defined as those market segments you will target to come in your doors
? Market segmentation is the roadmap towards the
definition of target markets—defined as those
market segments you will target to come in your
doors. A market segment is a group of your
industry's customers who share a set of common
characteristics that distinguish them from other
customers. This analysis is then used to
determine market potential--the total demand
for a product in a given environment.
GEOGRAPHIC SEGMENTATION
? Region
? County size
? City size
? Density
DEMOGRAPHIC SEGMENTATION
? Age
? Sex
? Family Size And Status
? Income
? Education And Occupation
? Religion Or Culture
? Social Class
PSYCHOGRAPHIC SEGMENTATION
? Life Style/Attitudes
? Personality
? Purchase Habits-- What And How They Buy
? Benefits Sought
? Usage Rate And Loyalty
? Price Sensitivity ("Elastic" Or "Inelastic")
? Region: Region is a important factor for a Spa to
decide. The regional segmentation help to
understand the customer base.
? City Size : Depending upon the size of the city a
Spa company may segment the market in various
categories like Tier-I, Tier-II, Tier-III and so on
? Density: Depending upon the density the market
can be further divide into High Density, Medium
Density and Low Density
? Age: Age is an important factor in case of Spa. It
may segment the age group in Young(18-25), and
Older (25+)
? Sex: Depending upon the gender it can be divide
into two parts. Male customer and Female
Customer
? Income: As in India Spa is consider as luxurious
product so it is necessary to segment the market
according to income. Middle and Upper middle
urban class should be the target
? Education: On the basis of education Spa market
can be segmented. The segment may be Higher
Secondary, Graduation and Post Graduation
student segment
? Religion: On the basis of religion Spa market can
be segmented but I think it will not be very
effective as spa is not concerned with any religion.
Though some culture has some limitation
? Social Class: Spa market can be segmented in
High class working group and Lower class
working group.
? Attitude: On the basis of attitude market can be
divide into part. Like attitude toward luxury
and attitude toward heath
? Personality: Personality is an important factor
that shape the buying habit of a customer. So it
is necessary to consider this factor during
segmentation
? Price Sensivity: As we all know price of a
product or service affect customer buying
pattern. So market should be segmented
keeping in mind the price changing effect.
PRITHEEJIT CHATTERJEE
(Indian School Of Social Welfare and Business
Management)
doc_672587644.pptx
Market segmentation is the roadmap towards the definition of target markets—defined as those market segments you will target to come in your doors
? Market segmentation is the roadmap towards the
definition of target markets—defined as those
market segments you will target to come in your
doors. A market segment is a group of your
industry's customers who share a set of common
characteristics that distinguish them from other
customers. This analysis is then used to
determine market potential--the total demand
for a product in a given environment.
GEOGRAPHIC SEGMENTATION
? Region
? County size
? City size
? Density
DEMOGRAPHIC SEGMENTATION
? Age
? Sex
? Family Size And Status
? Income
? Education And Occupation
? Religion Or Culture
? Social Class
PSYCHOGRAPHIC SEGMENTATION
? Life Style/Attitudes
? Personality
? Purchase Habits-- What And How They Buy
? Benefits Sought
? Usage Rate And Loyalty
? Price Sensitivity ("Elastic" Or "Inelastic")
? Region: Region is a important factor for a Spa to
decide. The regional segmentation help to
understand the customer base.
? City Size : Depending upon the size of the city a
Spa company may segment the market in various
categories like Tier-I, Tier-II, Tier-III and so on
? Density: Depending upon the density the market
can be further divide into High Density, Medium
Density and Low Density
? Age: Age is an important factor in case of Spa. It
may segment the age group in Young(18-25), and
Older (25+)
? Sex: Depending upon the gender it can be divide
into two parts. Male customer and Female
Customer
? Income: As in India Spa is consider as luxurious
product so it is necessary to segment the market
according to income. Middle and Upper middle
urban class should be the target
? Education: On the basis of education Spa market
can be segmented. The segment may be Higher
Secondary, Graduation and Post Graduation
student segment
? Religion: On the basis of religion Spa market can
be segmented but I think it will not be very
effective as spa is not concerned with any religion.
Though some culture has some limitation
? Social Class: Spa market can be segmented in
High class working group and Lower class
working group.
? Attitude: On the basis of attitude market can be
divide into part. Like attitude toward luxury
and attitude toward heath
? Personality: Personality is an important factor
that shape the buying habit of a customer. So it
is necessary to consider this factor during
segmentation
? Price Sensivity: As we all know price of a
product or service affect customer buying
pattern. So market should be segmented
keeping in mind the price changing effect.
PRITHEEJIT CHATTERJEE
(Indian School Of Social Welfare and Business
Management)
doc_672587644.pptx