Segmentation Bases
Demographics
• Describe characteristics of a population
• Gender, Age, Ethnicity, Education, Religion
Geographic
• Region, City Size, Urban/Rural, Region
Psychographics
• Personality and Lifestyles
• Activities, Interests, and Opinions
Behavioristic / Use Related
• Usage/Volume, Benefits, and Loyalty
Benefit
• Often can serve as basis for positioning
Demographic Segmentation
• Age
• Sex
• Marital Status
• Income
• Education
• Occupation
Geographic Segmentation
• Region
• Southwest, Mountain States, New England
• City Size
• Major Metropolitan Area, Small Cities, Town
• Density of Area
• Urban, Suburban, Rural
• Climate
• Temperate, Hot, Humid, Rainy
Behavioristic/Use-Related Segmentation
• Usage Rate
• Heavy Users, Medium Users, Light Users, Non-Users
• Awareness Status
• Unaware, Aware, Interested, Enthusiastic
• Brand Loyalty
• None, Some, Strong
Benefit Segmentation
• Convenience
• Social acceptance
• Long lasting
• Value-for-the-Money
Psychographics
• Lifestyle Segmentation (Activities, Interests, and Opinions)
• Determined based on:
• How time is spent
• Importance of things
around them
• Beliefs
• Socioeconomic characteristics