Market Segmentation dividing a particular market into sections, which display similar characteristics or behaviour

Demographics

Demographic Segmentation

Age – different needs (kids, old people) Gender – cosmetics, clothing, – All Bar one (London) –encourage women’s social drinkingLondon – Unisex products (works on the similarity between the 2 genders)

Income income

Life cycles – Holidays: families, 18-30s singles, those in their 50s.

Geographic

Yuppie Associations  Mobile  High valued house/flat  Good Salary  Young branded car. Third Agers Associations.  50's  Retired early from profession.  Time to spare  Adventure Seekers Lifestyle groups

Social class Divides society into 6 distinct groups based solely on occupation. A Professional staff B Middle management C1 Junior management C2 Skilled manual D Semi-skilled and unskilled workers. E Those dependent on the state.

Personality 18-25, outgoing, independent – what products?

occasion Products bought at Christmas, Easter, Mother’s day

Usage rate light medium Heavy users targeted