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Geographic -
- world region or country - used by international, global/ multi-national companies to segment the market. eg eu, mena , na
- city or metro size - the size of the city or the town
- population density or climate.
Demographic Segmentation - demography is the study of population. markets are divided on the basis of age, life cycle, gender, income, occupation, race, education etc.
psychographic segmentation -
- social class - upper, middle, lower classified ont he basis of all of that. eg, travel, textile, entertainment
- lifestyle - that is, the way of living or living patterns> they are segmented on the basis of quality and value. it is belived that with greater price comes greater quality of products.
- personality - unique in 3 dimensions - physical appearances, way of thinking and beliefs possesed. they are divided as opinion leaders, who persuade others to try new things and followers.
Behavioural segmentation -
- occassion - regualr and irregular. eg, entertainment, airline etc
- benefits sought - benefits gained from the product. (price, quality , special treatments)
- user status - incase of educational institutes - alumni - current students - ex- students - potential
- user rate - that is, how often, if ever they use certain products - heavy users (smoking comapny), medium users ( occasional), non -user.
- loyalty status - sticking to the one and same product / services.
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