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Major Segmentation Variables For Consumer Markets

This document outlines major segmentation variables for consumer markets including geographic, demographic, psychographic, and behavioral variables. Geographic variables include region, city class, and rural/urban areas. Demographic variables include age, family size, gender, income, occupation, and education. Psychographic variables include lifestyle and personality. Behavioral variables include occasions, user status, usage rate, loyalty status, readiness stage, and attitude toward products.

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Ritu Batra
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499 views6 pages

Major Segmentation Variables For Consumer Markets

This document outlines major segmentation variables for consumer markets including geographic, demographic, psychographic, and behavioral variables. Geographic variables include region, city class, and rural/urban areas. Demographic variables include age, family size, gender, income, occupation, and education. Psychographic variables include lifestyle and personality. Behavioral variables include occasions, user status, usage rate, loyalty status, readiness stage, and attitude toward products.

Uploaded by

Ritu Batra
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Major Segmentation variables for Consumer Markets

Geographic

Region South India, Western Region, North, East City Class-I cities, class-II cities, metro cities, cities with a population of 0.5 million to 1 million, cities with a population of over 1 million Rural and Semi-urban areas Rural villages with a population of over 10,000; semi-urban areas; small towns with a population between 20,000 and 50,000.

Major Segmentation variables for Consumer Markets

Demographic
Age
Under 6 years, 6-11, 12-19, 20-34, 35-49, 50-60, 60+

Family size
Young, single; young, married, no children; young, married, youngest child under 6; young, marreid, youngest child under 6 or over; older, married, with children; older , married, no children under 18; older, single; other

Gender
Male, female

Income
Low (upto Rs.40,000 p.a.), lower middle (Rs.40,001-80,000 p.a.), middle (Rs.80,0001-1,20,000 p.a.) upper middle (Rs.1,20,001-1,60,000) and high (above Rs.1,60,000) (see Chapter 6)

Occupation Unskilled worker, skilled worker, petty traders, shop owners, businessman/industrialist, selfemployed (professionals, clerical/salespersons, supervisory levels, officers/junior executives, middle/senior executives

Major Segmentation variables for Consumer Markets

Education
Illiterate, school up to 4 years, school between 5 and 9 years, SSC/HSC, nongraduate, graduate/postgraduate (general), graduate/postgraduate (professional)

Socio-Economic Classification (SEC) based on % of households URBAN :A11, A21.8, B12.5, B22.4, C6.1, D6.6, E13, E25 (See Chapter 6 for details) RURAL : R1 , R2 , R3, R4

Major Segmentation variables for Consumer Markets

Psychographic
Lifestyle
Culture-oriented, sports-oriented, outdoor-oriented

Personality Compulsive, gregarious, authoritarian, ambitious.

Major Segmentation variables for Consumer Markets

Behavioral
Occassions Regular, Special Benefits Quality, service, economy, speed User status Nonuser, ex-user, potential user, first-time user, regular user. Usage rate Light, medium, heavy

Major Segmentation variables for Consumer Markets

Behavioral
Loyalty status hard core loyals 1, split 2/3, shifting n switchers 0 None, medium, strong, absolute Readiness stage Unaware, aware, informed, interested, desirous, intending to buy Attitude toward product Enthusiastic, positive, indifferent, negative, hostile

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