Consumer types and market segmentation

Start with consumer behavior

Begin with the mind map that defines consumer behavior. It describes how consumers search for, use, evaluate and dispose of products and services they expect to satisfy their needs. Use those actions as a framework for reading the other resources on this page.

Next, look at the mind map and notes on segmentation. They include age, gender, social class, income and family structure among their points. Reading the map alongside the notes gives you two ways to follow the same material.

Explore types of consumer

Several maps have the title “Types of consumer” or “Types of consumers.” Check their contents as well as their titles when choosing one. One map describes seasonal consumers, using umbrellas in the rainy season and cold drinks in hot seasons as examples. Others introduce loyal, discount, impulsive and need-based consumers.

Compare how the maps describe these groups. For example, look at the points about loyalty and repeated marketing contact alongside those about seeking discounts. You can use the examples and descriptions to make your own questions as you study.

Connect profiles and segmentation

The map “Different shades of green consumers in South Africa” covers factors influencing green consumer behavior and consumer decision-making. Read it after the broader maps to consider another way consumers can be described.

Together, the resources provide a route through this section of Consumer Behaviour in Marketing, advertising and sales: start with the definition, then compare consumer types and the factors included in the segmentation materials.

Study with the maps and notes

There are no quizzes on this page. Instead, cover a branch of a map and try to recall its main point, then check it against the resource. The segmentation notes can also help you review the points in the corresponding map.

Explore the maps and notes to build a study route that suits you.