Introduction advertising unit Structure

William J. Stanton
, „Market Segmentation consists of taking 
the total heterogenous market for a product and dividing it into 
several sub-markets or segments, each of which, tends to be 
homogeneous in all significant aspects.‟ 
Market segmentation are grouping of consumers according to 
such characteristic as income, age, sex, urban rural, etc. This helps 
forming the market into a meaningful buyer group. 
11.3.3 Bases of Market Segmentation:
Market segmentation divides the whole market of a product 
into several different groups. Segmentation is the process of 
partitioning a large heterogeneous market into smaller groups of 
people or businesses which show similar needs and/or 
characteristics thus resulting into similar purchase behaviour. 
Techniques of Market Segmentation:
Markets can be segmented 
on the basis of the total demand for the product, the desire and the 
interests of a group of buyers which exhibits certain characteristics. 
They can be based on geographical, demographic, psychographic, 
status, volume entities. The entire market of a country is sub-
divided into marketing zones. The most commonly used bases for 
segmenting consumer goods markets are as follows 

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1. Geographic Segmentation :
Many organisation segment their 
market into different geographic units such as nation, states, 
districts, 
regions, 
cities 
and 
taluka 
places. 
Geographic 
segmentation is based on the assumption that consumer needs 
and responses vary geographically. National newspapers, for 
example, are published from different cities and also in different 
languages to meet the readers spread all over the country. Different 
market locations have different costs, demand and other features 
which are considered while formulating an appropriate marketing 
strategy. In geographic base, regional differences in terms of 
geography, climate, population and its density are used as base for 
market segmentation. Most of the national manufacturers split up 
their sales areas into sales territories either state wise or district 
wise.