Market segmentation

Market segmentation

1. Demographic variables

   • Age
     • 1-12 years old: They don´t make important buying choices
     • 13-17 years old: Products bought by impulse choices
     • 18-35 years old: They rationalize more what they buy
     • 36-55 years old: They realize the smartest purchase
     • +56 years old: Few purchases are made
   • Marital status
     • Married
     • Free union
     • Single
   • Socioeconomic level
     • Stratum 1 (low-low): 25% of total population
     • Stratum 2 (low): 25% of total population
     • Stratum 3 (medium low): 20% of total population
     • Stratum 4 (medium): 15% of total population
     • Stratum 5 (medium high): 10% of total population
     • Stratum 6 (high): 5% of total population

2. Geographic variables

   • Geographic ubication
     • This affects the personality of the peolpe
   • Race
   • Poblation
     • Suburban: It is near to a megalopolis
     • Rural: Far from a city
     • Megalopolis: A big city with a high population density
     • Urban: A big city with a minor population and size than megalopolis

3. Psychographic variables

   • Reference group
   • Social group
   • Personality
   • Culture
   • Purchase motives
   • Familiar life cycle
     • Young single
     • Young marriage without kids
     • Young mariage with kids
     • Young single parents
     • Medium age singles
     • Medium age marriage without kids
     • Medium age singles with kids
     • Old marriage without kids
     • Old singles