Demographic Segmentation

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Study of a demographic segment and its sub segment falling in the age group 18 year to 25 years Saneel Gaonkar IBS Gurgaon

Study of a demographic segment and its sub segment falling in the age group 18 year to 25 years

Introduction
Different kinds of people display different buying patterns even in a segment of age group 18 years to 25 years. This truth is well understood by those people who are responsible for market research, product development, pricing, sales and strategy. Market segmentation is the identification of portions of market that are different from one another. Every individual falls under one or other demographic segment
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(The Registrar General & Census Commissioner, 2011)Sixteen major languages of India are also spoken in Mumbai, most common being Marathi, Hindi, Gujarati and English. The religions followed in Mumbai include Hindus (67.39) , Muslims (18.56%), Buddhists (5.22%), Jain (3.99%), Christians (4.2%), Sikhs (0.58%), Parsis and Jews making the rest of the population. (Mehta, 2004) Mumbai is also home to the largest population of Parsi Zoroastrians in the world, with about 80,000 Parsis in Mumbai. ("The world's successful diasporas") Looking at the data it is clear fact that Mumbai is a large market with intelligent customer. Amount of exposure to brands and products a person goes through in Mumbai is vast.

Culture
This Research also includes finding new potential markets in the age group of 18 to 25 years, for this purpose knowing the culture of Mumbai is also essential. The culture of any place is always determined from its people, cuisine, religion, language and festivals. Mumbai has a mixture of people from various communities and subsequently they follow different religions. The metropolitan observes modern trends; here people enjoy participating in all festivals irrespective of caste, creed and color. Mumbai is the birthplace of Indian cinema. The influence of the Bollywood in the cities culture is observed. The cultural
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