Tag: segmentation

  • Segmentation models: Psychographic, Behavioral and Generational

    Psychographic segmentation Like other forms of market segmentation, psychographic segmentation divides consumers into sub-groups based on shared characteristics. As the adjective ‘psychographic’ suggests, those characteristics relate to psychological influences, including subconscious or conscious beliefs, motivations, and priorities. Very broadly, psychographic segmentation applies behavioral and social sciences to marketing research....

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  • Segmentation models: Geographic and Demographic

    Geographic segmentation Geographic segmentation divides markets according to geographic criteria. In practice, markets can be segmented as broadly as continents and as narrowly as neighborhoods or postal codes. Typical geographic variables include Country e.g. USA, UK, China, Japan, South Korea, Malaysia, Singapore, Australia, New Zealand Region e.g. North, North-west,...

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  • What are the bases for segmenting consumer markets?

    A major step in the segmentation process is the selection of a suitable base. In this step, marketers are looking for a means of achieving internal homogeneity (similarity within the segments), and external heterogeneity (differences between segments). In other words, they are searching for a process that minimises differences...

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