Segmentation Consumer Markets

Segmentation Consumer Markets

1. Geographic Segmentation

   • Nation
   • States
   • Region
   • Counties
   • Cities
   • Neighborhoods

2. Demographic Segmentation

   • Age, family size, family cycle, gender, income, occupation, etc
   • Age and Life Cycle
     • Wants and abilities change with age
   • LIfe Stage
     • Person major concern
   • Gender
     • Men and women different attitudes
   • Income
     • Trading up, down, over
   • Generation
     • Millenuals (Gen Y)
     • Gen X
     • Baby Boomers
     • Silent Generation
   • Race and Culture
     • Hispanic Americans
     • African Americans
     • Asian Americans
     • Lesbian, Gay, Bisexual and Transgender

3. Psychographic Segmentation

   • Higher resources
     • Innovators
     • Thinkers
     • Achievers
     • Experiencers

4. Behavioral Segmentations

   • Needs and Benefits
   • Decision Roles
     • Initiator
     • Influencer
     • Decider
     • Buyer
     • User
   • User and Usage
     • Occasions
     • User status
     • Usage rate
     • Buyer-Readiness Stage
     • Loyalty Status
     • Attitude
     • Multiple bases