Segmentation Process - Segment Identification

Question 1

What are all the ways to identify market segments?

Answer 1

Demographic, Behaviours, Geographic, Psychographics

Question 2

Demographic

Answer 2

Examples:

• Age/Generation
• Income
• Gender
• Family life cycle
• Ethnicity
• Family size
• Occupation
• Education
• Nationality
• Religion
• Social Class

Question 3

Behaviour

Answer 3

Examples:

• Benefits received from the product
• How often product is used
• Usage situation (daily use, holiday use, etc.)
• Buyer’s status and loyalty to the product (nonuser, potential user, first-time user, regular user)

Question 4

Geography

Answer 4

Examples:

• Region
• Size of city or town
• Population density
• Climate

Question 5

Psychographics

Answer 5

Examples:

• Activities
• Interests
• Opinions
• Values
• Attitudes
  -Lifestyles