Segmentation

Segmentation: dividing a market into distinct groups according to customer needs

• For the purposes of developing separate marketing mixed

• Designed to provide the highest value for each chose segment

Traditional Bases of Segmentation

• Demographic

  • Age, income, occupation, education, gender, ethnicity

• Geographic

  • World region, country, population, climate

• Psychographic

  • Shared attitudes, social class, lifestyles, values

• Behavioural

  • Benefits sought, user status, usage rate, loyalty status