Introduction advertising unit Structure

2. Demographic Segmentation :
Demography is the study of 
dynamics of population change. The markets are segmented 
according to demographic characteristics such as age, sex, 
income, occupation, education, language, religion, race, nationality 
and rural urban base. Demographic variables are used commonly 
and extensively by large number of producers for market 
segmentation. Demographic segmentation is comparatively easy as 
required data are available in census and other published reports. 
Demographic data on population distribution by sex help 
segmenting market for male and female population. Titan have 
segmented their market on the basis of sex and are manufacturing 
wrist watches for male and female buyers separately. Watches of 
different price in both the categories are brought in the market. 
Producers of confectioneries segment their markets on the basis of 
age. The same is the case with toys. In the case of certain products 
like bicycles, women demand special styles and manufactures 
adjust their production to suit male as well as female. This gives 
more 
turnover 
and 
satisfaction 
to 
buyers. 
Demographic 
segmentation is important as the nature of demand is closely 
related to the size and composition of population by age, sex, rural 
and urban base. 
3. Socio-Economic Segmentation :
The segmentation, here is 
done on the basis of income group, consumption levels, and other 
cultural aspects. The population is differentiated for marketing 
efforts on these considerations. In a country like India, such type of 
segmentation is necessary as the society is divided into different 
groups on socio-economic cultural factors. In India, people follow 
different cultural background. Naturally, suitable segmentation for 
the purpose of marketing is useful. Socio-economic segmentation is 
used extensively as information in this regard is more easily 
available. The lower class, middle class, working class is one 
example of economic classification. Since market potential is 
intimately connected with the ability to buy, this segmentation is 
meaningful in deciding buying patterns of a particular class. 

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