6.

Geographic Segmentation Segmentation of consumer based on factors like climate zone, continents/ country, region, state, district, and urban/rural area, constitutes geographic segmentation. Marketer, who operate globally, often segment the market segments the market by continents/country/region in the first instance, and then go for segmentation on other bases. National markets within a country like India, often segment the market by region, state, district and urban/rural area, in the first instance, and then go for segmentation on other bases. Example: Geographic decides the product consumption pattern. People in coastal areas of Konkan and Goa relish rice, a staple grain there and fish abundantly available from sea. Southern are found of coffee and north Indians like Tea. People down south use talc excessively, and apply it even on face, perhaps aspiring to fairer like their counter part in the north. When we sale 6

dissolves in glass of water, and does not contain a lot of sugar. Complexion creams like fair and lovely sells only in India. Demographic segmentation Segmentation of consumer based on variables such as race, religion, community, language, age, stage in family cycle, gender, marital status, family size, occupation, economic position/income/ purchasing capacity level, and social status ,of the consumer demographic segmentation. Age: It is essentially a case of age based segmentation of a market. Example: Amul has segmented his product in different age group For kids: Amul kool, chocolate milk, Nutramul energy drink. For Youth: Amul cool kafe. For womens and older people: Amul calci+, Amul Shakti energy drink Gender: Gender is another key variable/base under demographic segmentation. There is substantial evidence that men and women differ in buying behavior and it their persuasive messages. Women tend to be slower to make decisions and exhibit greater uncertainty about their decisions. And, they are also more persuadable. Example: Adidas targets women in India German shoe

HUL developed a combined soap and shampoo that was cost-effective and also less harsh on hair than ordinary soaps. HUL launched the new soap-cum shampoo Breeze 2-in-1 International Journal of Applied Research and Studies (iJARS) ISSN: 2278-9480 Volume 2, Issue 6 (June- 2013) www.ijars.in Manuscript Id: iJARS/ 506 4

o LG Electronics launched its Sampoorna television with Devanagari script on-screen display, which also provided better signal reception in rural areas. o Bank of India introduced the concept of Bhumiheen credit cards to extend credit card facilities to landless farmers. o Nokia has introduced mobile phones for rural markets with features that suit the rural users such as local language, call limits, etc.

Godrej has introduced its Cinthol, Fair Glow and other Godrej products in 50 gram packs that are priced at Rs. 4-5, particularly for the markets of Uttar Pradesh, Madhya Pradesh and Bihar. o Lux toilet soap is made available in 25 gram packs in rural areas. o Philips introduced its free power radio, a radio that does not require power or battery for operation, for Rs. 995. o Tata Tea introduced a new brand of tea, Agni Sholay, in three different packs to cater to the needs of all the segments in rural areas. It was priced at Rs. 31.50, Rs. 13 and Rs. 6.50 respectively for 250, 100 and 50 gram packs.