Segmentation Bases:

Base Type Specifics or Sub-Types

Geographic Region North, Central India, East, North Eastern States, South, West
City Size Metros, Mini metros, Towns Class A, B & C
Density of Area Urban, Semi-urban, Rural
Climate Temperature, Hot, Rainy, Humid, Cold
Demographic Age Under 12, 12 – 18, 18 – 25, 25 – 35, 35 – 49, 49 – 60, Over 60
Gender Male, female, transgender
Marital Status Single, Married, Divorced, Live-ins, Widowed
Income Under Rs. 20,000, Rs. 20,001 – 50,000, Rs. 50,001 – 1,00,000,
Rs. 1,00,000 – 3,00,000, Over Rs. 3,00,000
Education High School, Higher Secondary, Graduate, Post graduate
Occupation Professional, Blue Collar, White Collar, Government, PSU, Civil
Services, Armed Forces, etc.
Psychological Needs Shelter, Safety, Security, Affection, Sense of Self Worth
motivation
Personality Extrovert, aggressive, novelty seekers
Perception Low risk, Moderate risk, high risk
Learning Low involvement, high involvement
Attitudes Positive attitude, negative attitude
Psychographic Lifestyle Status seekers, conformists, couch potatoes, economy minded
Sociocultural Cultures Northerners, South Indians, East Indians, North Easterners
Religion Christians: Catholics, Protestants, Hindus, Jews, Muslims, Boris
Sub-cultures North Easterners, Dalits, OBC’s, Hispanics, African-Americans,
Asians, Caucasians, Anglo Saxons
OR
Punjabi, Marwari, Gujarati, Maharashtrian, Tamilian,
Kannadiga, Himachali
Use Related Usage Rate Heavy Users, Moderate Users, Light Users, Non-Users
Segments
Awareness Unaware, aware, interested, enthusiasts
Status
Brand Loyalty None, Some, Strong
Use Situation Time Morning, Night, Leisure, Work
Objective Personal, Gift, Snack, Fun, Self-Achievement
Location Home, Work place, In store, Friends Home
Person Self, family members, boss, peers
Benefit Social acceptance, economy, lasting, value for money,
convenience
Hybrid Example:
Segment Demographic +
Psychographic