QS Study

GEOGRAPHIC SEGMENTATION

In geographic segmentation, the market is subdivided on the basis of area.

Region: Regional segmentation is made because regional differences exist in respect of demand for products. For example, buyers from south India are different from the buyers in the north.

Rural: There are differences in buying behavior of urban and rural customer & Accordingly, marketing strategies must be designed depending on their likes, dislikes, moods, preferences, fashions and buying habits.

Locality: Consumer’s buying behavior is also reflected by the locality within a particular city. For instance, there are differences in terms of buying patterns of people residing at Parel and Park, within a city like Mumbai.