The first step in developing a segmentation strategy is to identify the basis on which the market segmentation is done. There are eight categories of…

Segmentation on the basis of target groups aimed at, advertising can be classified as – Consumer Advertising, Industrial Advertising, Trade Advertising, Professional Advertising. Consumer advertising:…

It is the dividing of a market into distinct groups of buyers on the basis of needs, characteristics, or behavior who might require separate products…

A very basic but useful a priori demographic segmenting variable is age. People often seek different features or benefits depending upon their age (and, relatedly,…

Much research suggests that men and women process information from ads differently.For instance, it has been shown that women process more detailed information than do…

Another useful a priori demographic variable is income. Not surprisingly, higher income households tend to be less price-sensitive, placing a higher value on buying higher-quality…

Geographic location can often provide the basis for an effective a priori segmentation strategy. A firm with modest resources can dominate, if it so chooses,…

A natural and powerful a priori segmentation variable is product-class usage. Who are the heavy users of the product or service? In many product categories,…

We have the professionals who are MBAs, CA, etc; we have the Technical, the Government servants, businessman, farmers, and housewives, unemployed, the list seems to…

The different academic qualification would mean how people are receptive to the content of the advertisement. The school going kids would be able to grasp…