Segmentation

Segmentation

Dividing a market into distinct groups according to customer needs.

Purpose of Segmentation

To develop separate marketing mixes designed to provide the highest value for each chosen segment.

Demographic Segmentation

Dividing the market based on age, income, occupation, education, gender, and ethnicity.

Geographic Segmentation

Classifying a market based on world region, country, population, and climate.

Psychographic Segmentation

Segmenting the market by shared attitudes, social class, lifestyles, and values.

Behavioural Segmentation

Dividing the market based on benefits sought, user status, usage rate, and loyalty status.

What is demographic segmentation based on?

Demographic segmentation is based on age, income, occupation, education, gender, and ethnicity.

What is the purpose of segmentation in marketing?

To develop separate marketing mixes that provide the highest value to each chosen segment.

What are the traditional bases of segmentation?

Demographic, Geographic, Psychographic, and Behavioural.

What does psychographic segmentation consider?

It considers shared attitudes, social class, lifestyles, and values.