Chapter 6 · Advanced Techniques of Market Analysis · Slide 236/274

Evaluation of Segmentation Bases

Highlighted — the most promising bases in practice: In combination they best cover the segmentation criteria.

6.3 · SegmentationEvaluation of Bases

Type of base	Identifi- ability	Substan- tiality	Accessi- bility	Stability	Action- ability	Behavioral relevance
1 · General, observable	++	++	++	++	–	–
2 · Specific, observable
Purchase	+	++	–	+	–	+
Usage	+	++	+	+	–	+
3 · General, not observable
Personality	±	–	±	±	–	–
Lifestyle	±	–	±	±	–	–
Psychographic characteristics	±	–	±	±	–	–
4 · Specific, not observable
Psychographic characteristics	±	+	–	–	++	±
Perception	±	+	–	–	+	–
Benefit or benefit perceptions	+	+	–	+	++	++
Intentions	+	+	–	±	–	++

Highlighted — the most promising bases in practice: In combination they best cover the segmentation criteria.

++very suitable +suitable ±conditional –unsuitable

QUESTIONSTAR · Dr. Paul Marx236 / 274