Segmentation with

respect to consumer
behavior
 Segmentation & Consumer
Behavior
• Segmentation defined:
– Dividing a large, heterogeneous market into
more homogenous groups of people who have
similar interests or desires, have similar
demographic characteristics or profiles or
behave in similar fashion
• Consumer Behaviour defined:
• Consumer Behavior Involves the process
by which people determine whether, what,
when, where, how, from whom, and how
often to purchase  goods and services.
• Segmentation involves finding out what
kinds of consumers with different needs
exist.  In the auto market, for example,
some consumers demand speed and
performance, while others are much more
concerned about roominess and safety.  In
general, it holds true that “You can’t be all
things to all people,” and experience has
demonstrated that firms that specialize in
meeting the needs of one group of
consumers over another tend to be more
profitable.
 TYPES OF SEGMENTATION
• Geographic Segmentation
• Geographic
– Climate
– Region
– City Size
– Density
Eg.The inclination of people of UK to buy small cars
owing to high population densities and narrow
lanes.So cars like Uno & Beetles was a success
there.
 DEMOGRAPHIC
SEGMENTATION
• AGE
• FAMILY SIZE
• FAMILY LIFE CYCLE
• GENDER
• INCOME
• OCCUPATION
• Eg.The inclination towards trendy
products at young age and investment
products at older ages helps companies
choose a particular segment & target it.
 PSYCHO GRAPHIC
SEGMENTATION

• Psychographics
– Personality
– lifestyles
• Eg.Whether a customer is style
oriented or value oriented.A customer
can choose between Kawasaki Ninja if
he thinks about style or a Maruti Alto if
he thinks of economy(5 people sitting
capacity) that come will within same
price range.
 BEHAVIORAL SEGMENTATION

• Occasions
• Benefit

• for example, like scented soap

(eg.Lux,Liril), while others prefer the
“clean” feeling of unscented soap
(eg.Dettol).
 BEHAVIORAL-Usage rates
• Usage rate
– “80/20”principle
– For example, research conducted by the
wine industry shows that some 80% of
the product is consumed by 20% of the
consumers—presumably a rather
intoxicated group. 
 TAKING THE EXAMPLE OF TATA
NANO(Company’s perspective of
Consumer Behaviour)

Segmentation :
• Geographic: rural and urban
-Rural for relatively less inclination
towards luxury/show offs & more
value driven.,Tata brand name
-Urban because of city traffic
congestion,good mileage,people
wanting to upgrade to 4 wheeler
(Psychological)
 TAKING THE EXAMPLE OF TATA
NANO(Company’s perspective of
Consumer Behaviour)
• Demographic: family size & income.
• (Rising incomes,Good for 4 people
family,wish to upgrade to 4 wheeler)
• Behavioral: benefit & user status.
(Good in heavy traffic,”WE ALSO
OWN A 4 WHEELER NOW”
feeling,Good value,mileage)
 SCOPE OF SEGMENTATION
WITH RESPECT TO
CONSUMER BEHAVIOUR

• Better serving customer needs and

wants –

Convenience
• Higher Profits with less marketing costs
& effort –
Right Information At Right Time

• Stimulates innovation –
Better Product Offerings
• Retention of customer –

Satisfaction/ Choice

• Competitive edge –

Value
MARKET SEGMENTAION
 MARKET SEGMENTATION
SEGMENTS TARGETTED PRICE RANGE NOKIA SETS
CONSUMER Rs.
ENTRY LOW INCOME 2500 – 6000 1200,1208,1100,1110,
PEOPLE, FIRST 1112
TIME USERS
CLASSIC DECENT PEOPLE 7000 – 17000 6300,6233,6120,3120

N GAGE GAME LOVERS – 8000 – 16000 SETS WITH

PLAYSTATION, PLAYSTATION,
XBOX, PSP XBOX, PSP
XPRESS MUSIC MUSIC LOVERS 15000 – 33000 5220,5310,5610,5320

N SERIES MULTIMEDIA USERS18000 – 50000 N70,N73,N95,N80,N8

1,N91
E SERIES BUSINESS PEOPLE 18000 – 60000 E51,E66,E71,E61,E90

PREMIUM VISUAL STATUS 80000 – 150000 SEPHIRA ARET,

PEOPLE 8800 GOLD, 8800
ARTS.
NOKIA PHONE USER SEGMENTATION
 NOKIA PHONE LIFESTYLE
SEGMENTATION
STYLE VARIABLES
• Basic / Entry
• Expression
• Active
• Classic
• Fashion
• Premium
 Nokia Phone
Functionality Variables

FUNCTIONALITY VARIABLES
• Voice
• Entertainment
• Imaging
• Media
• Business Application
 NOKIA
SEGMENTATION

(THREE)
3 E ’s

EXPRESSION ENTERTAINMENT ENTERPRISE

NOKIA SEGMENTATION
• EXPRESSION PHONES
– Affordable prices
– Voice and text message
– Top-down innovation - the feature set is carefully chosen along
with the cost point. Design alternatives and technology choices
are then carefully evaluated with respect to this overall goal.

FEW NOKIA PHONE MODELS :-

1100/1101 • 1110/1110i • 1011 • 1112 • 1200 • 1208 • 1209 • 1600 • 1650 • 1680
2100 • 2110i • 2115i • 2125i • 2126i • 2135 • 2300 • 2310 • 2600 • 2600 classic •
2610 • 2626 • 2630 • 2650 • 2651 • 2652 • 2660 • 2680 • 2760 • 2865i
3109 • 3109 classic • 3100/3100b/3105 • 3110 • 3110 classic • 3120 • 3120 classic •
3155 • 3200/3200b/3205 • 3210 • 3220 • 3230 • 3250 • 3250 Xpress Music •
3300 • 3310 • 3315 • 3330 • 3410 • 3500 classic • 3510/3590/3595 • 3510i •
3555 • 3600/3620/3650/3660 • 3600 slide

NOKIA 2310 NOKIA 3310 NOKIA

1100
 NOKIA
•
SEGMENTATION
ENTERTAINMANT PHONES
– Media formats, screens, LCD.
– FM radio, Java based games, image (Camera, Picture gallery),
music (MIDI ring tones, MP3, AAC) and video (MP4)
– Flash memory cards, mini-SD cards or memory cards.
– video telephony , Mobile TV and IP based media (like Internet
radio)
– Top-down innovation - the feature set is carefully chosen along
with the cost point. Design alternatives and technology choices
are then carefully evaluated with respect to this overall goal.
FEW NOKIA PHONE MODELS :-
7070 • 7100 Supernova • 7110 • 7160 • 7200 • 7210 • 7210 Supernova • 7250 •
7280 • 7310 Supernova • 7360 • 7380 • 7390 • 7500 Prism • 7510 Supernova •
7600 • 7610 • 7610 Supernova • 7650 • 7700 • 7710 • 7900 Prism 8110 • 8210
• 8250 • 8310 • 8600 Luna • 8800 • 8810 • 8850 • 8890 • 8910 • 8910i

– NOKIA5300 NOKIA 6265 NOKIA

7280
 NOKIA
SEGMENTATION
• ENTERPRISE PHONES
– mobile enterprise work force
– Connectivity to PCs or laptops - Data cable, Infrared, USB, Bluetooth
and WiFi
– Internet access, email facility, office applications like Word, Excel and
Powerpoint - will replace the PC or the laptop

FEW NOKIA PHONE MODELS :-

9000/9110/9110i • 9210/9290 • 9210i • 9300/9300i • 9500 E50 • E51 • E55 •
E60 • E61/E61i • E62 • E63 • E65 • E66 • E70 • E71 • E75 • E90
Communicator N70 • N71 • N72 • N73 • N75 • N76 • N77 • N78 • N79 • N80
• N80 Internet Edition • N81 • N81 8GB • N82 • N85 • N86 8MP • N90 • N91 •
N91 8GB • N92 • N93 • N93i • N95 • N95 8GB • N96 • N97 D-211 • 610 • 770
• N-Gage • N-Gage QD • N800 • N810

N 96
N810 9210
 Companies changing tactics
according to changing consumer
behavior

• Product(Sony vaio, Windows)

• Price(sales)
• Promotion(Through internet in US, ad
campaigns in India)
• Place(Dell)
• Packaging(Lux soap)
• Positioning(McDonalds)
Thank
you!!!