Market segmentation involves dividing a market into distinct groups of buyers based on characteristics like needs, behaviors, or attributes. Effective segmentation requires groups to be heterogeneous, measurable, accessible, and profitable. Benefits include identifying profitable markets, specializing marketing efforts, efficiently allocating resources, and monitoring market changes. The segmentation process involves surveying buyers, analyzing data to profile groups, and identifying variables like geographic, demographic, psychographic, and behavioral factors to distinguish segments. Common segmentation variables for consumer markets are described for each factor.

1. Market Segmentation By Uttam Raj Regmi

7. Major Segmentation Variables for Consumer Markets Variable Typical Breakdowns Geographic Region Western, Eastern, Banke, Sunsari Country Size 147,141 Sq Km City /town/VDC size 5,000 – 10, 000, 50,000 Density Urban, Suburban, Rural

8. Contd. Variable Typical Breakdowns Demographic Age Under 6, 6-11, 12-19, 20-34 Sex Male, Female Family Size 1-2, 3-4, 5+ Family life cycle Young, Single, Young Married, no Children Income Under Rs 5000, 5000 -10000, Above 10000 Occupation Farmer, teacher, service holder, students Education High school, SLC , Bachelor, Masters Religion Catholic, Muslim, Hindu Race White, Black, Asian, Oriental, Nationality Nepali, Indian, American, German

9. Contd. Variable Typical Breakdowns Psychographic Social Class Lower class, working class, middle class Lifestyle Straights, Swingers, longhairs, Jhilke Personality Authoritarian, ambitious, gregarious

10. Contd. Variable Typical Breakdowns Behavioral Occasions Regular occasion, special ocassion Benefits Quality, service, economy User Status Nonuser, ex –user, potential user, regular user, first time user Usage Rate Light user, medium user, heavy us. Loyalty status None, medium, strong, absolute Readiness stage Unaware, aware, informed, intrest Attitude toward product Enthusiastic, positive, indifferent, negative, hostile