Question

Rounak is working as marketing manager in a business firm dealing in manufacturing and sale of readymade garments. He wishes to consider the composition of population of whole country and produce and sell the garments to target market accordingly.

a. Which basis of market segmentation is being considered by Rounak?

b. State the six factors included in the type of market segmentation identification (a) above.

Answer 1

i. Basis of market segmentation considered by Rounak is DEMOGRAPHIC SEGMENTATION 

ii. Factors included in Demographic Segmentaion:

A. Age - The tastes and needs of people of different age -groups are different. Children need toys, books, chocolates etc., while the needs of elders will be quite different. Hence, the marketer has to see that the product they have produced is for all age - groups or for a particular age -group

B. Gender - The marketer can also segment his market on the basis of gender (male/female)

C. Income - Segmentation may be on the basis of income level, higher income group, middle income group or lower income group

D. Education level – Literate, Illiterate, Highly educated – segments may be made as per education level of people

E. Occupation – Occupation of people such as jobs, skilled workers, unskilled workers, professionals etc may be considered for doing segmenation

F. Religion – Religion of people may be another factor for doing segmentation.