There are various bases for segmentation. These are as under:
Region North, South, East, WestCity Size Major metropolitan areas, small cities, townsDensity of Area Urban, suburban, exurban, ruralClimate Temperate, hot, humid
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
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
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.
Usage Rate Heavy users, medium users, light users, nonusersAwareness Status Unaware, aware, interested, enthusiasticBrand Loyalty None, some, strong.
Time Leisure, work, rush, morning, nightObjective Personal use, gift, snack, fun, achievementLocation Home, work, friend’s home, in-storePerson Self, friends, boss, peer.
Convenience prestige, economy, value-for-the money.
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.
Consumer Behaviour Related Interview Questions
|Principles of Management Interview Questions||Advertising Management Interview Questions|
|Organisational Behaviour Interview Questions||Principles of Management and Organisational Behaviour Interview Questions|
|Digital Marketing Interview Questions||Account Based Marketing Interview Questions|
|Business administration Interview Questions||Consumer Protection Interview Questions|
Consumer Behaviour Tutorial
Psychographic Or Lifestyle Segmentation
Concept Of Culture & Subculture
Cultural Variations In Non-verbal Communications
Family Buying Influences, Family Life Cycle And Buying Roles
Diffusion Of Innovation
Personality And Self Concept
Motivation And Involvement
Information Processing Learning And Memory
Attitude Development And Alternate Evaluation In Buying
Search And Evaluation
Purchasing Process And Outlet Selection
Purchase Behaviour (situational Factors)
Models Of Consumer Behaviour
Consumerism (public Policy And Consumer Protection)
Organisational Buying Behaviour
Changing Consumer Behaviour
All rights reserved © 2018 Wisdom IT Services India Pvt. Ltd
Wisdomjobs.com is one of the best job search sites in India.