Segmentation

 Bases  for  Consumer  and  Organizational  Buyer  Markets  

Consumer  Markets  
Segmentation  Base   Examples  of  Market  Segments  
Geographic:  
Continents   Africa,  Asia,  Europe,  North  America,  South  America  
Global  Regions   Southeast  Asia,  Mediterranean,  Caribbean  
Countries   China,  Canada,  France,  United  States,  Brazil  
Country  Regions   Pacific  Northwest,  Middle  Atlantic,  Midwest  
City,  county,  SMSA  size   Under  5,000  people;  5,000-­‐19,999,  20,000-­‐49,999,  
50,000-­‐99,999;  100,000-­‐249,999;  250,000-­‐
499,999;  500,000-­‐999,999;  1,000,000  or  over.  
Population  density   Urban,  suburban,  rural  
Climate   Tropical,  temperate,  cold  
Demographic:  
Age   Under  6  years  old,  6-­‐12,  13-­‐19,  20-­‐29,  30-­‐39,  40-­‐
49,  50-­‐59,  60+  
Gender   Male,  female  
Family  size   1-­‐2  persons,  3-­‐4  persons,  more  than  4  persons  
Family  life  cycle   Single,  young  married,  married  with  children,  sole  
survivor  
Income   Under  $10,000  per  year,  $10,000-­‐$19,999,  
$20,000-­‐$29,999,  $30,000-­‐$39,999,  $40,000-­‐
$49,000,  $50,000-­‐$59,999,  $60,000-­‐$69,999,  
$70,000+  
Education   Grade  school  or  less,  some  high  school,  graduated  
from  high  school,  some  college,  graduated  from  
college,  some  graduate  work,  graduate  degree  
Marital  status   Single,  married,  divorced,  widowed  
Social:  
Culture   American,  Hispanic,  African,  Asian,  European  
Religion   Jewish,  Catholic,  Muslim,  Mormon,  Buddhist  
Race   European  American,  Asian  American,  African  
American,  Hispanic  American  
Nationality   French,  Malaysian,  Australian,  Canadian,  Japanese  
Social  Class   Upper  class,  middle  class,  working  class,  lower  
class  
Thoughts  and  feelings:  
Knowledge   Expert,  novice  
Involvement   High,  medium,  low  
Attitude   Positive,  neutral,  negative  
Benefits  sought   Convenience,  economy,  prestige  
Innovativeness   Innovator,  early  adopter,  early  majority,  late  
majority,  lagers,  nonadopter  
Readiness  stage   Unaware,  aware,  interested,  desirous,  plan  to  
purchase  
Perceived  risk   High,  moderate,  low  
Behavior:  
Media  usage   Newspaper,  magazine,  TV,  Internet  
Specific  media  usage   Sports  Illustrated,  Cosmopolitan,  Ebony  
Payment  method   Cash,  Visa,  MasterCard,  American  Express,  check  
Loyalty  status   None,  some,  total  
Usage  rate   Light,  medium,  heavy  
User  status   Nonuser,  ex-­‐user,  current  user,  potential  user  
Usage  situation   Work,  home,  vacation,  commuting  
Combined  approaches:  
Psychographics   Achievers,  strivers,  strugglers  
Person/situation   College  students  for  lunch,  executives  for  business  
dinner  
Geodemography   Gray  Power,  Young  Influentials,  Blue-­‐Chip  Blues