Bases for Segmenting consumer markets Geographic Demographic Region, City or Metro Age, Gender, Family size Size, Density, Climate and life cycle, race, occupation, or Income Psychographic Behavioral Lifestyle or Personality Occasions, Benefits, Uses, or Attitudes
11 Bases for Segmenting consumer Markets Geographic Region, City or Metro Size, Density, Climate Demographic Age, Gender, Family size and life cycle, Race, Occupation, or Income ... Lifestyle or Personality Psychographic Occasions, Benefits, Uses, or Attitudes Behavioral
Behavioral Segmentation Occasions Benefits Unaware, aware Buyer-readiness stage informed, interested Desire. Intend to buy Usage Rate Light users. Medium users. heavy users Loyal Status Hard-core loyals split loyals. Shifting loyals switchers User Status Nonusers, Ex-users Potential users. First-time users. Regular users
12 Behavioral Segmentation Occasions Benefits Buyer-readiness stage . Unaware . aware. informed. interested. Desire. Intend to buy Usage Rate . Light users. Medium users. heavy users. Loyal Status . Hard-core loyals. Split loyals. Shifting loyals. switchers. User Status . Nonusers. Ex-users. Potential users. First-time users. Regular users
Effective Segmentation Measurable Size, purchasing power, profiles of segments can be measured Substantial Segments must be large or profitable enough to serve Accessible Segments can be effectively reached and served Segments must respond Differential differently to different marketing mix elements actions Must be able to attract and Actionable serve the segments
13 Measurable Accessible Substantial Differential • Segments must be large or profitable enough to serve. • Segments can be effectively reached and served. Actionable • Size, purchasing power, profiles of segments can be measured. • Segments must respond differently to different marketing mix elements & actions. • Must be able to attract and serve the segments. Effective Segmentation