Introduction

Market segmentation is the foundation on which all other marketing actions can be based. It
requires a major commitment by management to customer-oriented planning, research,
implementation & control.

The overall objective of using a market segmentation strategy is to improve your company’s
competitive position and better serve the needs of your customers. Some specific objectives may
include increased sales, improved market share and enhanced image.

A market segment is a subgroup of people or organizations sharing one or more characteristics

that cause them to have similar product needs. A true market segment meets all of the following
criteria: it is distinct from other segments (heterogeneity across segments), it is homogeneous
within the segment (exhibits common attributes); it responds similarly to a market stimulus, and
it can be reached by a market intervention.

Market segmentation is the process of classifying a market into distinct subsets (segments) that
behave in similar ways or have similar needs. The segmentation process in itself consists of
segment identification, segment characterization, segment evaluation and target segment
selection. If each segment is fairly homogeneous in its needs and attitudes, it is likely to respond
similarly to a given marketing strategy

The purpose for segmenting a market is to allow your marketing/sales program to focus on the
subset of prospects that are "most likely" to purchase you’re offering. If done properly this will
help to insure the highest return for your marketing/sales expenditures. Depending on whether
you are selling your offering to individual consumers or a business, there are definite differences
in what you will consider when defining market segments
Objectives

1- To know the awareness of the products of HDFC among the different buyers
2- What are the general trend of consumer behavior about product
3- To check the consumer satisfaction level
4- To make business forecasts.
5- To find out the reason of dissatisfaction
6- To study the market share of HDFC Bank in Haldwani
7- To find the sale of HDFC Bank with the other product in different outlets

Importance

• Improved segmentation can lead to significantly improved marketing effectiveness.

• Distinct segments can have different industry structures and thus have higher or lower
attractiveness (Porter).
• With the right segmentation, the right lists can be purchased, advertising results can be
improved and customer satisfaction can be increased.
• Segmenting a market is to allow your marketing/sales program to focus on the subset of
prospects that are "most likely" to purchase your offering.
• If done properly this will help to insure the highest return for your marketing/sales
expenditures.
CHAPTER-1

This chapter of the project report includes the introduction, objective, and sample size, period of

study, methodology, and limitation of the study.

CHAPTER-2

This part of project report states the theoretical background and profile of the company.

CHAPTER-3

This part of project report contains data analysis on the basis of questionnaire and Findings.

CHAPTER –4

In this part of the project report I finally conclude the project with some recommendation.

Research methodology
Sample Size: 100

Sample method: Non- probability convenience sampling

Sampling extent: Haldwani

Sample time: Over a period of forty days.

Sample unit: Officers, household, shop, businessperson,

Sample element: Every person and organization that uses HDFC BANK

Data collection: Data was colleted through both primary and secondary sources.

The primary data was collected though administration of Questionnaire though personal
interviews. Secondary source includes article from magazine and journals. Company’s manuals
internet was also used to collect data (secondary)

Secondary data:

 Journals

 Books

 Newspapers

 World wide web

Sample size

Sample size will consist of 30 to 50 employees.

Bibliography
 Management Development Through Training by Charles Watson

 www.h.d.f.c.bank.com

 www.google.co.in
 www.wikipedia.com