An advertisement displaying a bath soap priced Rs 50 is not targeted at a lower middle-class family. Another advertisement of a soap priced Rs 10 is not meant for a rich family. This is called market segmentation. It is the process of grouping customers based on their age, economic status or personality. Segmentation makes promotion of products and services easier and effective. It helps to reach the needy and saves time and money. Purchasing power of the customers is an important criteria in segmenting them. Geographical boundaries, demographic elements, size of business, decision making patterns and life style are also considered. The presentation will help the entrepreneur and learner in you. Please see.

Sreekala P

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