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Bases of Market Segmentation
Bases of Market Segmentation
1. Customer based segmentation Geographic location of customer Demographic location of customer age gender marital status income social class family size occupation educational level
. Psychographic variables
life styles personality values beliefs attitudes
. Hard core loyal- who continue to buy same product . soft core loyal- who r loyal for 2-3 brand . Switchers- who never stick to a brand
3. Consumer Response segmentation
. User Status
-non user -first time user -regular user -ex-user