Bases for Segmentation of Market for Groom Plus products:-

The segmentation base chosen to subdivide a market will depend on "the type of
product, the nature of demand, the method of distribution, the media available for
market communication, and the motivation of buyers"
These segmentation bases are rarely used alone, a combination of two or more of
them is more usual. The various bases of segmentation analysis for Groom plus
Products are discussed under the following headings:

1. Geographic Segmentation.
2. Demographic Segmentation
3. Behavioural Segmentation.
4. Psychographic Segmentation.
5. Segmentation by occasions
6. Segmentation by benefits.

1) Geographic Segmentation
Marketers can segment according to geographic criteria—nations, states, regions,
countries, languages, cities, neighbourhoods, or postal codes. The geo-cluster
approach combines demographic data with geographic data to create a more
accurate or specific profile.[1] With respect to region, like in Asian and African
Countries, the Company ABC can sell Male grooming products more efficiently
than in European Countries. As dark colored or brown colored people are more
likely to buy such kind of products.
Geographic Segmentation is important and may be considered as the first step to
international marketing, followed by demographic and psychographic
segmentation.

2) Demographic Segmentation
Demographic segmentation is dividing markets into different groups according to
their age, gender, the amount of income, the ethnicity or religion of the market and
the family life cycle. Now, in Case of Male Grooming products, younger people
are more likely to buy the fairness products instead of the older ones.
According to one study, the Chinese male grooming sector is expected to hit
RMB10 billion by year 2014. Rising affluence has resulted in growing disposable
incomes; encouraging more generous spending by younger men on themselves..
Likewise, people of higher income group will spend more on grooming products in
comparison to the lower income group.
3) Behavioural Segmentation
Behavioural segmentation divides consumers into groups according to their
knowledge of, attitude towards, usage rate or response to a product.
For example, Metro sexual man, the single young man with a high disposable
income, living or working in the city (because that’s where all the best shops are),
is perhaps the most promising consumer market of the decade, for buying
grooming products.

4) Psychographic Segmentation.
Psychographic segmentation, which is also known as Life style segmentation. This
is measured by studying the activities, interests, and opinions (AIOs) of customers.
Metro Sexual Skin Care products have evolved with Men’s Grooming
Products as they continue improving men’s lifestyles. Metro sexuality is now
being viewed as a healthier and smarter lifestyle by growing numbers of people.
Men’s grooming products and men’s cosmetic products combined with a metro
lifestyle has helped mankind improve the quality of his life and now makes him
look and feel better. The success of the Metro lifestyle is helped by the amount of
high end skin care and grooming products available for those with the means.

5) Segmentation by Occasions
Segmentation according to occasions relies on the special needs and desires of
consumers on various occasions - For example: - When people preparing for
their wedding, they are more supposed to use grooming products like Spa
creams, bleaches, hair gels etc. So the sales of all these products rise in the
wedding season.

6) Segmentation by Benefits
Segmentation can take place according to benefits sought by the consumer or
according to perceived benefits which a product/service may provide. For
example- ABC Company’s fairness creams provide sun protection too, while
other company’s fairness product doesn’t, then ABC’s fairness cream will be
preferred by the consumers more than that of other company’s product.