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Chapter 6 · Advanced Techniques of Market Analysis · Slide 234/274

Typology of Segmentation Bases

Typology of Bases

6.3 · SegmentationTypology of Bases

Typology of Segmentation Bases

General
Product-specific
Observable
  • Cultural characteristics
  • Geographic characteristics
  • Demographic characteristics
  • Socioeconomic characteristics
  • User status & usage situation
  • Usage frequency & intensity
  • Brand loyalty & allegiance
Not observable
  • Psychographic characteristics
  • Values
  • Personality & lifestyle
  • Benefit perceptions / product benefit
  • Attitudes & perception
  • Preferences, motives & intentions
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