You are here

Segmentation Variables

6 May, 2015 - 16:05

The factors which are be used to segment a market are the segmentation variables. Common variables include demographic, geographic, psychographics and behavioural considerations.

Demographic Quantifiable population characteristics, such as age, gender, income, education, family situation. e.g University Educated, 20-25 year old, Males
Geographic The physical location or region. e.g Living in New York City
Psychographics Lifestyle, social or personality characteristics. e.g Self assured, confident
Behavioural The needs and wants of the customer in relation to the product, including expectations and attitudes. e.g Social Activity