---
url: "https://questionstar.com/principles-of-survey-research/chapter-6/slide-234.html"
title: "Typology of Segmentation Bases"
type: "lehrbuch-slide"
chapter: 6
chapterTitle: "Advanced Techniques of Market Analysis"
slide: 234
---

# Typology of Segmentation Bases

*Typology of 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

---

*Slide 234 of 274 · Chapter 6: Advanced Techniques of Market Analysis · Principles of Survey Research · Dr. Paul Marx*