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This chapter examines segmentation and contra-segmentation or aggregation across consumer groups. Segmentation is for effective targeting of marketing efforts and aggregation is for viability for the marketer and affordability for rural consumers. Segmentation by demography, behaviour, and by composite index are examined. The demographic bases examined are age, income, and occupation. Segmenting by income uses surrogate measures of education and product ownership. Segmentation by occupation indicated salaried, professionals, and shop owners as potential markets for urban products. Behavioural segmentation identified the high-consuming group, termed “super consumers”, are also the opinion leaders. One other behavioural aspect examined is internet usage. Three different approaches to the use of composite variables are presented. Multi-level segmentation for targeting marketing efforts is examined in the context of farm input. Contra-segmentation or aggregation is used in rural markets to introduce viability for the marketer and create a value-for-money offering for the consumer. Aggregation identifies different pockets of demand for high-value and high-development-cost product offerings. The other option is an aggregation of product variants and the use of low-cost distribution through partnership.
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