Market Segmentation

Selling and Profit

Geographical

Where the customers live or work:

• region – world or country

• size of city; i.e. number of residents

• suburban or rural

• climate – hot, cold, or temperate

Demographic

Where the market is divided according to:

• age

• gender

• income level

• education level

• family size

• family life cycle

• occupation

• nationality/ethnicity

Psychographic

Where the market is divided according to:

• social class – upper, middle, lower middle

• personality – compulsive, gregarious, ambitious, aggressive, extroverted, introverted

• lifestyle – achiever, socially aware, conservative, optimist

Behavioral

Where the market is divided according to:

• needs – economic, functional, physiological, psychological, social

• benefits sought – quality, service, economy, speed

• loyalty status

• kind of shopping – convenience, comparison, speciality

• purchasing frequency