Bases for Segmentation Consumer Behaviour

There are various bases for segmentation. These are as under:
Geographic Segmentation
Region North, South, East, WestCity Size Major metropolitan areas, small cities, townsDensity of Area Urban, suburban, exurban, ruralClimate Temperate, hot, humid
Demographic Segmentation
Age Under 11, 12–17, 18–34, 35–49, 50–64, 65–74, 75+Sex Male, FemaleMarital Status Single, married, divorced, living together, widowedIncome Under $ 15,000, $15,000 -$24,999, $25,000 -$39,999,$40,000 -$64,4999, $65,000 and overEducation Some high school, high school graduate, some college graduate, postgraduateOccupation Professional, blue-collar, white-collar, agricultural
Psychological/Psychographic
Segmentation
Needs-Motivation Shelter, safety, security, affection, sense of self worthPersonality Extroverts, introverts, aggressives, compliantsPerception Low risk, moderate risk, high riskLearning-Involvement Low involvement, high involvementAttitudes Positive attitude, negative attitudePsychographic (Lifestyle) Swingers, straights, conservatives, status seekers
Sociocultural Segmentation
Culture American, Italian, Chinese, Mexican Subculture Religion Jewish, Catholic, Protestant, Other Race/Ethnicity African-American, Caucasian, Oriental, Hispanic Social Class Lower, middle, upper Family Lifestyle Bachelors, young marrieds, empty nesters.
Use-Related Segmentation
Usage Rate Heavy users, medium users, light users, nonusersAwareness Status Unaware, aware, interested, enthusiasticBrand Loyalty None, some, strong.
Use-Situational Segmentation
Time Leisure, work, rush, morning, nightObjective Personal use, gift, snack, fun, achievementLocation Home, work, friend’s home, in-storePerson Self, friends, boss, peer.
Benefit Segmentation
Convenience prestige, economy, value-for-the money.

Hybrid Segmentation in Consumer Behaviour

Hybrid Segmentation
Demographic/Psychographic Combination of demographic and psychographic.Profile characteristics Geodemographics Young Suburbia Blue-EstatesVALS 2 Actualizer, fulfilled, believer, achiever, striver.

The above shows a list of bases for segmentation. Demography helps to locate target market where as psychographic segmentation and socio-cultural characteristics to describe its members i.e., how they think and feel. We shall now discuss the psychographic or life style segmentation.


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