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    Rural Market

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    deepshrm
    This document outlines various bases for segmenting populations including geographic, demographic, psychographic, and behavioral factors. Geographic segmentation includes factors like region, village size, density, and climate. Demographic segmentation covers age, family structure, gender, income, education, land ownership, and occupation. Psychographic segmentation looks at social class, lifestyle, and personality. Behavioral segmentation examines occasions, benefits sought, user status, usage rate, and loyalty status. The document also describes multi-attribute segmentation using mean propensity, consumption patterns, media exposure, market support, and population size. It defines a household potential index for assigning a "premiumness" value and lists seven household segments characterized by name, population percentage, number of households

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    © All Rights Reserved
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    Rural Market

    Uploaded by

    deepshrm
    23 views5 pages
    This document outlines various bases for segmenting populations including geographic, demographic, psychographic, and behavioral factors. Geographic segmentation includes factors like region, village size, density, and climate. Demographic segmentation covers age, family structure, gender, income, education, land ownership, and occupation. Psychographic segmentation looks at social class, lifestyle, and personality. Behavioral segmentation examines occasions, benefits sought, user status, usage rate, and loyalty status. The document also describes multi-attribute segmentation using mean propensity, consumption patterns, media exposure, market support, and population size. It defines a household potential index for assigning a "premiumness" value and lists seven household segments characterized by name, population percentage, number of households

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    This document outlines various bases for segmenting populations including geographic, demographic, psychographic, and behavioral factors. Geographic segmentation includes factors like region, village size, density, and climate. Demographic segmentation covers age, family structure, gender, income, education, land ownership, and occupation. Psychographic segmentation looks at social class, lifestyle, and personality. Behavioral segmentation examines occasions, benefits sought, user status, usage rate, and loyalty status. The document also describes multi-attribute segmentation using mean propensity, consumption patterns, media exposure, market support, and population size. It defines a household potential index for assigning a "premiumness" value and lists seven household segments characterized by name, population percentage, number of households

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    23 views5 pages

    Rural Market

    Uploaded by

    deepshrm
    This document outlines various bases for segmenting populations including geographic, demographic, psychographic, and behavioral factors. Geographic segmentation includes factors like region, village size, density, and climate. Demographic segmentation covers age, family structure, gender, income, education, land ownership, and occupation. Psychographic segmentation looks at social class, lifestyle, and personality. Behavioral segmentation examines occasions, benefits sought, user status, usage rate, and loyalty status. The document also describes multi-attribute segmentation using mean propensity, consumption patterns, media exposure, market support, and population size. It defines a household potential index for assigning a "premiumness" value and lists seven household segments characterized by name, population percentage, number of households

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    Bases of segmentation

    Geographi
    c

    Region: East, West, North, South


    Village size: <1000, 1000-2000, 2000-5000, >5000
    Density: Low, Moderate, High
    Climate: Summer, rainy, winter
    Culture: 56 Socio-cultural regions

    Demograp
    hic

    Age and life cycle: Children, teens, young adults,


    elders, seniors
    Family structure: Joint, nuclear, individualised joint
    Gender: male, Female
    Income: Deprived, aspirers, seekers, strivers, global
    Landownership: Landless, Marginal, Small, Large
    farmers
    Education: Illiterate, semi-literates, literates
    House type: Pucca, Semi-pucca, Kuccha
    Occupation: Self-employed farmers, daily wage

    Psychogra
    phic

    Social class: Upper, lower, middle


    Lifestyle: Trendsetters, followers/adopters,
    traditionalists
    Personality: Authoritarian, ambitious

    Behavioural

    Occasions: Festivals, melas, jatras, weekly haats


    Benefit sought: Quality, Convenience, Value for money,
    service
    User status: Non user, ex user, first time user, regular
    user, potential user
    Usage rate: Light user, medium user, heavy user
    Loyalty status: Strong, Weak, Non loyal
    Place of purchase: Village shop, haats, nearby town,
    melas and jatras

    Multi- attribute
    segmentation
    MPV-means or propensity,
    consumption pattern, awareness
    through media exposure, market
    support and size of market or
    population.
    Household potential index(HPI):
    Assigning a premiumness value to
    each household

    Siddha
    Samriddha
    Saamaanya
    Unmukh
    Sampanna
    Nirdhan
    Sangharshi
    Name
    % of Indian
    household
    population
    Number of
    households(in
    million)
    Average HPI
    score

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