Monday, December 14, 2009

Market Segmentation in Pakistan

There are many different types of segmentation. These are:

Geographic Segmentation: When a business divides a market into different geographical units, it is called geographical segmentation. For example, some biscuit producing companies sell high quality biscuits in the urban areas of Pakistan and low quality biscuits in the rural areas.

Demographic Segmentation: When a business divides a market on the basis of variables such as age, gender, income etc., it is called demographic segmentation. In Pakistan, high income consumers are offered Mach 3 Turbo by Gillette and low income consumers are offered Blue Two Plus.

Behavioral Segmentation: When a business divides a market on the basis of variables such as knowledge, uses and responses of consumers, it is called behavioral segmentation. For example, in Pakistan, the catering business sees huge business in the winter months because of an increase in the number of marriages taking place.

Psychographic Segmentation: When a business divides a market on the basis of variables such as social class, lifestyle and personality characteristics of the consumers, it is called psychological segmentation. In Pakistan, people belonging to lower classes send their children to Madressahs and low quality schools whereas people belonging to upper and middle classes send their children to O and A-Level and to High school.
What do you guys think about this application of segmentation to Pakistan?

1 comments:

Syed Ahmad Hashmi said...

Now that's something extra ordinary hassan. Market segments in pakistan would be very informative indeed for potential marketers in positioning their products profitably in pakistani markets.