6 Bases for Segmenting Consumer Markets GeographicRegion, City or MetroSize, Density, ClimateDemographicAge, Gender, Family size and Fife cycle, Race, Occupation, or Income ...Lifestyle or PersonalityPsychographicOccasions, Benefits, Uses, or AttitudesBehavioral
7 Bases for Segmenting Business Markets DemographicOperating VariablesPurchasing ApproachesSituational FactorsPersonal Characteristics
8 Effective Segmentation MeasurableEffective SegmentationSubstantialSize, purchasing power, profiles of segments can be measured.AccessibleSegments must be large or profitable enough to serve.DifferentialSegments can be effectively reached and served.ActionableSegments must respond differently to different marketing mix elements & actions.Must be able to attract and serve the segments.
9 Heavy and Light Users of Common Consumer Products HEAVY HALFLIGHT HALFPRODUCT (% USERS)75%71%Soups anddetergents (94%)25%29%79%21%Toilet tissue (95%)Shampoo (94%)75%25%17%Paper towels (90%)Cake mix (74%)Cola (67%)83%13%5%87%19%Beer (41%)Dog food (30%)Bourbon (20%)81%95%
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