Segmentation
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8 Terms
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Individual characteristics
________ reflect traits, attitudes, habits.
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Consumers
________ have motives for purchasing products.
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total market
A characteristic of individuals, groups, or organizations that is used to divide a(n) ________ into segments.
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lifestyle segmentation
Is a combination of geographic, demographic, and ________.
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Segmentation Variable
A characteristic of individuals, groups, or organizations that is used to divide a total market into segments. Can be single or multiple.
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Market Segment
A subgroup of people or organizations sharing one or more characteristics that cause them to have relatively similar product needs.
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Market Segmentation
The process of dividing a market into meaningful groups that are relatively similar and identifiable.
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Bases for Segmenting the Consumer Markets
Geographic, Demographic, Psychographic, Benefits, Usage Rate