Page 48 - EBOOK DPM 10013 POM-FINAL 25.10.2021

4.1.1 Major Bases For Segmenting Consumer Market

Table 4.1:FOUR Major Bases For Segmentation Consumer Market

No Bases For Segmentation Consumer Market

1 Geographic One of the most basic strategies of segmenting the market is by

geographic location. People in one region of the country have

different shopping and consumption habits than those in other
regions..

2 Demographic Age, occupation, education, sex, and income are all popular

demographic factors used to segment markets.

3 Psychographic Because psychographic segmentation elements are subjective, they

are slightly more difficult to determine than demographic
segmentation components. They aren't data-driven, and uncovering

and comprehending them necessitates research.

Examples of Psychographic Market Segmentation:
a) Personality traits
b) Values
c) Attitudes
d) Interests
e) Lifestyles
f) Psychological influences
g) Subconscious and conscious beliefs
h) Motivations
i) Priorities
4 Behavioural Behavioural segmentation necessitates an understanding of your

customers' actions.

These actions could be related to how a client interacts with your
brand or to other activities that occur outside of it.

a) Purchasing habits

b) Spending habits

c) User status

d) Brand interactions

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