Different criteria for segmenting Consumer Market

Posted By on September 15, 2014


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Levels of Market Segmentation
Organizational Market Segmentation

Main Category

Segmentation Base

Example/s

Geographic Country/continent England, UK, Europe
Region/area of the country North India, West India, South India
City New York, Los Angeles, Dallas, Chicago
Urban/rural Measured by the area’s population density
Climate Tropical, arid, alpine
Coastal/inland Measured by distance to the coast
Demographic Age group Pre-teens, teens, young adults, older adults
Generation Baby boomers, Gen X, Gen Y
Gender Male, female
Marital status Married, single, widowed
Family life cycle Young married no kids, married young kids
Family size Couple only, small family, large family
Occupation Professional, trade, unskilled
Education High school, university, vocational
Ethnic background African-American, Hispanic, Asian
Religion Christian, Jewish, Hindu, Muslim
Psychographic Lifestyle Family, social, sporty, travel, education
Values (VALS) VALS = values and lifestyles
Social class Upper class, middle class, lower class
Personality/self-concept Ongoing, creative, innovator, serious
Activities, interests, opinions (AIO) Various hobbies, sports, interests
Benefits Sought Needs/motivations Convenience, value, safety, esteem
Behavioral Occasion Birthday, anniversary, Valentine’s Day
Buying stage Ready to buy, gathering information only
User status Regular, occasional, never
Usage rate Heavy, light
Loyalty status Loyal, occasional switcher, regular switcher
Brand knowledge Strong, some, none
Shopping style Enjoys shopping, functional, avoids
Involvement level High, medium, low

Please note that these are some examples only – there are many other ways to segment (divide) a consumer market. The important things to remember are: the major categories, that there are hundreds of potentially useful segmentation bases, and that these bases can be used in combination (which is known as hybrid segmentation).

Levels of Market Segmentation
Organizational Market Segmentation

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Posted by Akash Kurup

Founder and C.E.O, World4Engineers Educationist and Entrepreneur by passion. Orator and blogger by hobby

Website: http://world4engineers.com