Following are certain classifications and the type of products that they are likely to purchase: Young & single: Personal consumption items, entertainment, bikes, clothing and…

A person’s pattern of interests, opinions, and activities combine to represent his or her lifestyle. Knowledge of lifestyle can provide a very rich and meaningful…

Today, most marketers in India use segmentation models based on Demographics, Geo-demographics, SEC data & Benefits and usage. However, these models are still inadequate in…

A Value refers to a single belief that transcends any particular object, in contrast to an attitude, which refers to beliefs regarding a specific object…

VALS is a relatively new concept, pioneered by SRI International, a Management Consulting firm in California that conducted a nationwide survey of the US consumers…

 The ‘Rokeach Value System (RVS)’ is a universally accepted and reliable tool to test value systems of people. The RVS classifies values into Instrumental and…

Lifestyle segmentation is all about the mode of living of the buyers. Products often sold by this approach are cars, women’s clothing, cigarettes, alcoholic beverages,…

Marketers have identified personality variables to segment the market. Motor-cycle buyers can be identified as ‘independent, impulsive, macho, ready to change, confident people.’ ‘Charms cigarettes…

In behavioral segmentation, buyers are divided into groups on the basis of benefits sought from the product, user-status, usage-rate, loyalty-status, attitude and readiness to use…

Advertising is a method of communication with a specified objective. The Objectives of advertising as explained before are grouped as sales objectives (measured in terms…