Page 17 - IMDR JOURNAL 2023-24

IMDR’s Journal of Management Development & Research 2023-24

Demographic
Segmentation.

Geographic Psychographic
Segmentation. Market Segmentation Segmentation.

Behavioural

Segmentation.

Demographic Segmentation.

Demographic segmentation is the process of breaking the market up into categories based on factual and
physical facts that may be identified. The characteristics related to age, gender, income, occupation, marital

status, family size, race, religion, and nationality are among the possible demographic factors. Due to the

relative ease of measuring the demographic data, these segmentation techniques are widely used to divide up
the client markets.

One benefit of demographic segmentation is that data collection is simple. Government resources include
health, education, family, and income statistics for corporate objectives and marketing strategies. Additionally,

businesses have created applications that monitor more specific demographic information for contact tracing
and travel trends.

For example, Amazon's tailored product recommendations demonstrate the effectiveness of demographic

segmentation in online sales. Amazon uses client purchase history and preferences to provide product
recommendations that are in line with personal preferences. This customized strategy boosts client happiness

and generates more revenue.

Psychographic Segmentation.

People are grouped according to their personalities, lifestyles, social position, activities, interests, views, and
attitudes through psychographic segmentation. Because psychographics illustrates the reasons behind people's

decisions, they are a great addition to demographics.

Marketers use three different kinds of survey questions to get psychographic data:-