The marketing concept calls for understanding
customer and satisfying there needs better than the
Different customers have different needs, and its
rarely possible to satisfy all the customers by
treating them alike.
Indefinable: the differentiating attributes of the
segments must be measurable so they can be
Accessible: the segments must be reachable
through communication and distribution channels.
Unique needs: to justify separate offerings, the
segments must respond differently to different
Durable: the segments should be relatively stable
to minimize the cost of frequent changes.
Regions: by continent, country,
state or even neighborhood.
Size of the area: segmented
according to size of population.
Population density: often classified
as urban, suburban, or rural.
Climate: according to weather
patterns common to certain
Age : Marketers design, package and promote products
differently to meet the wants of different age groups.
Gender: Gender segmentation is widely used in
Income: Many companies target affluent consumers
with luxury goods and convenience services.
Social class: Consumers "perceived" social class influences
their preferences for cars, clothes, home furnishings, leisure
activities and other products & services.
Lifestyle: Marketers are increasingly interested in the effect of
consumer "lifestyles" on demand. Unfortunately, there are
many different lifestyle categorization systems, many of them
designed by advertising and marketing agencies as a way of
winning new marketing clients and campaigns.
Psychographic segmentation groups customers according
to their lifestyle. Activities, interest, and opinions (AIO)
surveys are one tool for measuring lifestyle.
Behavioralistic segmentation is based on actual customer
behavior towards products. Some behavioralistic variable
Opinions, interests and hobbies
Degree of loyalty
Opinions, interests and hobbies – this covers a huge area and includes
consumers’ political opinions, views on the environment, sporting and
recreational activities and arts and cultural issues.
Degree of loyalty – customers who buy one brand either all or most of the
time are valuable to firms.
Occasions – this segments on the basis of when a product is purchased or
Benefits sought – this requires marketers to identify and understand the
main benefits consumers look for in a product.
Usage – some markets can be segmented into light, medium and heavy user