TARGET MARKET
SEGMENTATION:
Geographic:
City: Tier-1, Tier-2, Metro
Area: Urban & Semi-urban areas
Demographic:
Socio Economic class: middle & upper class
people
Occupation: working professional &
executives, business man
Psychographic:
Lifestyle: Sports, Outdoor oriented, fun loving,
Travellers
Personality: Ambitious, Gregarious
Behavioural:
Occasions: Regular, Festive
Benefits: Quality, Service, Economy
Usage Rate: Light, Medium & Heavy users
Loyalty Status: None, Medium & Strong
For SEIKO, Segmentation variables as:
Customer Target Group as per Geo and Demographics-
Middle Income level Men and Women, Tier-1/2, metro
cities
As per Psychographic- working professional/ business men
with rich or medium-high life style
As per Behavioural- people who seek Quality and
Brand
