Bases of Segmenting

segments should be selected so that you
These segmentation variables can be used singly or in combination
Calls for dividing the market into different geographical units such as states, regions, countries and Neighborhood

• Region
•City or Metro size
• Density
• Climate

Demographic
• Age
• Family Size
• Family lifecycle
• Gender
• Income
• Education
• Occupation
• Religion
• Race
• Generation
• Social Class
• Nationality


Psychographic
• Lifestyle
• Personality
Behavioral
• Occasions
• Benefits (Unique
Selling proposition) Crest
• User status
• Usage Rate

• Loyalty Status: high-core
loyals –Split loyals
– Shifting loyals -
Switchers Buyer-readiness stage
• Attitude toward product