- \n
- Needs<\/u>\u2014economic, functional, psychological, social.<\/li>\n
- Benefits<\/u>–quality, service, economy, convenience, speed.<\/li>\n
- Attitude toward product-<\/u>-Enthusiastic, positive, indifferent, negative, hostile.<\/li>\n
- User status-<\/u>-Nonuser, ex user, potential user, first time user, regular user.<\/li>\n
- Loyalty status-<\/u>-None, medium, strong, absolute.<\/li>\n
- Brand<\/u> Familiarity<\/u>-Unaware, aware, informed, interested, desirous, intending to buy.<\/li>\n
- Occasion<\/u>–Regular occasion; special occasion, convenience, comparison shopping, unsought product.<\/li>\n
- Type of problem solving<\/u> needed<\/u>-routine, limited, extensive.<\/li>\n
- Information<\/u> required<\/u>-low, medium, high.<\/li>\n<\/ul>\n
Geographic Location<\/h2>\n
- \n
- Region of world, country<\/u>\u2014 North America, South America, Africa, Asia, Europe.<\/li>\n
- Regions within that country<\/u>\u2014 (For Example USA) Pacific Northwest, South, Midwest, New England.<\/li>\n
- Size of city<\/u>\u2014 population under 5,000 people to 4 million or more.<\/li>\n
- Urban vs. rural<\/u>\u2014 country, city, large city = more resources, more independence; country=more dependence on neighbors and pooling resources.<\/li>\n
- Climate<\/u>\u2014 cold, hot, rainy, desert, beaches, mountains.<\/li>\n<\/ul>\n
Demographics<\/h2>\n
- \n
- Income<\/u>\u2014 under $5,000 to $250,000+ a year.<\/li>\n
- Gender<\/u>\u2014 male, female, neither, both.<\/li>\n
- Age<\/u>\u2014 Infant, toddler, preschool, tween (age 8 to 12), teen, college age, 20, 30, 40, 50, 60, 70-90.<\/li>\n
- Family size<\/u>\u2014 1 person, 2, 3, 4, 5 or more.<\/li>\n
- Family life cycle<\/u>\u2014 young, single, engaged, DINKS (double income no kids), SINKS (single income no kids), married with kids (babies, toddler, elementary school age, teen, older), recently divorced, empty nester (children have moved out), same-sex couples, single parents, extended parents (grandparents raising their grandchildren), retired (either wealthy or Medicare dependent\/poor). There are also Boomerang Kids (adult children have moved back home), Cougar\/Silver Fox (Cougar is a 40-60 year old weathly, single, career driven woman seeking a younger man; Silver Fox is a 40-60 year old wealthy, single, career driven man seeking a younger woman).<\/li>\n
- Job<\/u>\u2014 unemployed, housewife, part-time, full-time, student, professional, craftsperson, farmer, retired.<\/li>\n
- Education<\/u>\u2014 grade school or less, some high school, high school graduate, some college, college graduate, graduate degrees.<\/li>\n
- Religion<\/u>\u2014 Christian, Jewish, agnostic, atheist, Muslim, Islam etc.<\/li>\n
- Race<\/u>\u2014 White, Black, Asian, Hispanic, Native American, mixed race, etc.<\/li>\n
- Culture\/nationality\u2014American, French, English, African, Russian, Indian etc.<\/li>\n
- Generation<\/u>\u2014 (For Example USA) GI Generation, Silent, Matures, Baby Boomer, Gen X, Gen Y, Boomlets.<\/li>\n<\/ul>\n
Psychographics<\/h2>\n
![\"Psychographics\"](\"\/image\/content\/vals_lifetime_scale.gif\")
VALS Lifetime Scale<\/figcaption><\/figure>\n - \n
- Lifestyle<\/u>\u2014 interests, hobbies, activities, interests, opinions, values, media preferences. Everyone has two lifestyles, the one they are in now, and the one they desire to be in, which is usually better than the current one. Almost all decisions are influenced by the buyer\u2019s current and desired<\/em> lifestyle.<\/li>\n
- Personality traits<\/u>\n
- \n
- Sincerity.<\/li>\n
- Excitement.<\/li>\n
- Competence.<\/li>\n
- Sophistication.<\/li>\n
- Ruggedness.<\/li>\n<\/ul>\n<\/li>\n
- Social class<\/u>\u2014 Lower, middle-low, middle, middle-upper, upper, upper-upper, working class, blue collar.<\/li>\n<\/ul>\n
- \n
- Relationship<\/li>\n
- Customer Type<\/li>\n
- Product Use<\/li>\n
- Buying Situation<\/li>\n
- Purchasing Method<\/li>\n
- Behavior<\/li>\n
- Geographic Location<\/li>\n
- Demographics<\/li>\n
- Psychographics<\/li>\n<\/ul>\n
Relationship<\/h2>\n
- \n
- Kind of relationship<\/u>\u2014 weak, strong, \u201carm\u2019s length\u201d dealing, close partnership.<\/li>\n<\/ul>\n
Customer Type<\/h2>\n
- \n
- Type of customer<\/u>\u2014 manufacturer, service, government, military, non profit, wholesaler, retailer, end user.<\/li>\n<\/ul>\n
![\"Segmentation](\"\/image\/content\/segmentation_groups.gif\")
The Segmentation Groups<\/figcaption><\/figure>\n Product Use<\/h2>\n
- \n
- How customer\u2019s use product<\/u>\u2014 installation, components, accessories, raw material, eaten, professional service.<\/li>\n<\/ul>\n
Buying Situation<\/h2>\n
- \n
- Buying situation<\/u>\u2014 rebuy, modified rebuy, new purchase.<\/li>\n<\/ul>\n
Purchasing Method<\/h2>\n
- \n
- Purchasing methods<\/u>\u2014 Internet, long term contract, warranty, financing, cash on demand.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"
Segmentation is the process of breaking down the intended product market into manageable groups; it can be broken down by Relationship, Customer Type,
\nProduct Use, Buying Situation, Purchasing Method, Behavior, Geographic Location, Demographics, Psychographics.<\/p>\n","protected":false},"author":1,"featured_media":6586,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-4108","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-consumer-behaviour"],"_links":{"self":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/posts\/4108","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/comments?post=4108"}],"version-history":[{"count":2,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/posts\/4108\/revisions"}],"predecessor-version":[{"id":6615,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/posts\/4108\/revisions\/6615"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/media\/6586"}],"wp:attachment":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/media?parent=4108"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/categories?post=4108"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/tags?post=4108"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
- Purchasing methods<\/u>\u2014 Internet, long term contract, warranty, financing, cash on demand.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"
- Buying situation<\/u>\u2014 rebuy, modified rebuy, new purchase.<\/li>\n<\/ul>\n
- How customer\u2019s use product<\/u>\u2014 installation, components, accessories, raw material, eaten, professional service.<\/li>\n<\/ul>\n
- Type of customer<\/u>\u2014 manufacturer, service, government, military, non profit, wholesaler, retailer, end user.<\/li>\n<\/ul>\n
- Kind of relationship<\/u>\u2014 weak, strong, \u201carm\u2019s length\u201d dealing, close partnership.<\/li>\n<\/ul>\n
- Personality traits<\/u>\n
- Gender<\/u>\u2014 male, female, neither, both.<\/li>\n
- Regions within that country<\/u>\u2014 (For Example USA) Pacific Northwest, South, Midwest, New England.<\/li>\n
- Benefits<\/u>–quality, service, economy, convenience, speed.<\/li>\n