Consumer Behavior Analysis, Segmentation, demographic segmentation, ways of segmentation, types segmentation,

1. SubmittedBy-
• Mustahid Ali
• Soumya Mukherjee
• Bhavesh Bhansali
• Sachin Pratap Singh
• Nivedita SubBaram
• Megha Malviya

5.  Age
 Some products are marketed to
specific age groups

6. Dr. Rosenbloom
 Income Level
 Some products are marketed to
consumers with different income
levels

7.  Family
 Some products are marketed to
consumers with special family
consideration
 Family Life Cycle
 Bachelor, marriage, married
with children, retired, etc.

8.  Education
 Some products are marketed to
consumers with certain
educational levels

9.  Ethnicity
 Some products are marketed to
consumers from specific ethnic
backgrounds

10.  Region
 Size of metropolitan area
 Population density
 Climate

11.  Markets can be segmented by how often or
how heavily consumers use a specific product
 80/20 Principle - 80% of revenue generated
by 20% of customers
Light Users
Heavy Users

12. Grouping customers together based on:
Social class
Lifestyles
Psychological characteristics
(attitudes, interests and opinions)

13.  1) Focus of the Company
 2) Increase in competitiveness
 3) Market expansion
 4) Increases profitability

14.  1) Segments are too small
 2) Consumers are misinterpreted
 4) There are too many brands
 3) Costing is not taken into consideration

15. Effective Segmentation
Criteria
Measurable
Accessible
Actionable
Substantial
Differentiable

16. Lets take an example to
illustrate Segmentation:

17. Too much Work Pressure
Do not differentiate among
products/Services
Usually Wants a way out
Are not Brand Loyalists
Price not an issue
Mr/Ms Tender
Not too much Work Pressure
Differentiates among
products/Service
Takes Care before selecting a
Product/Service
Are Brand Loyalists
Price may or may not be an issue
Segmentation

18. The High school Diva
Image and Look Conscious
Differentiates among
products/Service
Takes Care before selecting a
Product/Service
Nothing better than being Popular
Price may or may not be an issue
The Geeky Geeks
Differentiates among products/Service
Takes Care before selecting a
Product/Service
Loves to play around with new Softwares
Love Comics
Price may or may not be an issue

19. Advertisers
Differentiates among
products/Service
Takes Care before selecting a
Product/Service
Price not be an issue
In the Rush for Promoting
Good Revenue Generator
Busy Bee
27%
High
School
Diva
23%
Advertiser
23%
Mr/Ms
Tender
18%
Geeky
Geek
9%
Strenth (%)

20. Age (Years)
Sex
Care
Quotient
Narcissism
Work Level
Tech Savvy
Occasion
Driven
Segment
Attractivenes
s
Busy Bees
30-50
Male
Low
Low/Medium
Very High
High
Very High
Very High
Low
Mr/Ms Tender
20-40
F/M
Very High
Low
High/Medium
Medium
High
High
Medium
The High
School
Diva
16-23
Female
High
Very High
Low
High
Medium
Very High
High
The Geeky
Geeks
17-25
Male
Medium/Low
Low/Medium
Low
Very High
Low
High
High
Advertisers
25+
M/F
High
Medium/High
High/Medium
High
Very High
High
Low

21. twitter.com/mustahidali90 www.slideshare.net/mustahidali90
www.linkedin.com/in/mustahidali
http://outlook360blog.wordpress.com/
http://snapshotsque.wordpress.com/