MKT 2210 Lecture Notes - Psychographic
29 Apr 2013
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Document Summary
Demographic segmentation: dividing the market into groups based on demographics variable such as sex, age, family size, family life cycle, income, occupation, education, religion, race, and nationality. Demographic factors are the most popular bases for segmenting customer groups. One reason is that customer needs, wants and usage rates often vary closely with demographic variables. Another s that demographic variables are easier to measure than most other types of variables. Table 7-1 major segmentation variables for customer markets (231) Age and life cycle: dividing the market into different age and life cycle groups. Customer needs and want change with age. Gender segmentation: dividing a market into different groups based on sex. Income segmentation: dividing a market into different income groups. Psychographics segmentation: dividing a market into different groups based on social class, lifestyle, or personality characteristics. Behaviour segmentation: dividing marketing into groups based on customer knowledge, attitudes, use, or response to a product.
