Segmentation

Individual characteristics

Individual characteristics

________ reflect traits, attitudes, habits.

Consumers

________ have motives for purchasing products.

total market

A characteristic of individuals, groups, or organizations that is used to divide a(n) ________ into segments.

lifestyle segmentation

Is a combination of geographic, demographic, and ________.

Segmentation Variable

A characteristic of individuals, groups, or organizations that is used to divide a total market into segments. Can be single or multiple.

Market Segment

A subgroup of people or organizations sharing one or more characteristics that cause them to have relatively similar product needs.

Market Segmentation

The process of dividing a market into meaningful groups that are relatively similar and identifiable.

Bases for Segmenting the Consumer Markets

Geographic, Demographic, Psychographic, Benefits, Usage Rate