Segmentation variables are the criteria that are used for dividing a market into segments the chosen criteria should be good predictors of differences in buyer behavior there are three broad groups of consumer segmentation criteria: behavioral, psychographic and profile variables. Geographic and demographic variables traditionally have been the major variables for segmenting markets nevertheless, there may be considerable psychographic (social class, personality, and lifestyle) differences among the people within a given geographic or demographic group. There is a huge impact of the social class on the consumption patterns as it is a variable for segmenting product market that satisfy the needs related to the particular lifestyle expressions.
How useful is social class as a variable for segmenting consumer markets explore social class as a variable for segmenting consumer markets explore in the early days of segmentation, according to schiffman, it was not unusual to apply only one segmentation criterion,. The first section briefly reviews general aspects of consumer segmentation, including segmentation variables and bases consumer segmentation methods for the wine market social media. As always in social marketing, the best answer is to turn to the consumers themselves, ie those people whose behavior you want to change if you examine who needs to change, whose changes can be most helpful to your campaign, and what their stances are on change, you'll have a pretty good idea whom to target. Dividing a market into different segments based on social class, lifestyle, or personality characteristics behavioral segmentation dividing a market into segments based on consumer knowledge, attitudes, uses of a product, or responses to a product.
There are several major segmentation variables that might be used by a marketer to address a consumer market if the marketer were to use social class, psychographic lifestyle, and readiness stage to segment its market, identify possible segmentation subcategories under each of the three. The key bit of theory is that we need to distinguish between a segmentation variable, which is a difference between analysis units (eg, people) that is strategically meaningful, and the measurement of a segmentation variable, which is an empirical question. The four bases for segmenting consumer market are as follows: a demographic segmentation b geographic segmentation c psychographic segmentation d behavioural segmentation demographic segmentation divides the markets into groups based on variables such as age, gender, family size, income.
Market segmentation can be defined as the process of dividing a market into different homogeneous groups of consumers market consists of buyers and buyers vary from each other in different ways variation depends upon different factors like wants, resources, buying attitude, locations, and buying practices. Segmentation bases in the mobile services market: attitudes in, demographics out anna sell consumer segmentation can be conducted as eg a product specific, company specific or market specific process social class variables, such as a high income but low education tonks  also voices his concern for using. Psychographic variable - social class the social class in which consumers are grouped will dictate, in general, the products and services they buy moreover, each social class has their own preference when purchasing, cars, boats, clothes, education, homes, furniture, reading materials and the list goes on and on.
Most marketers prefer segmenting a market based on demographic variables, partly due to the fact that a customer’s preferences are closely related to variables such as age and income learn more about segmenting consumers based on social class in this marketing course. Demographic segmentation is a marketing strategy that segment the market based on age, gender, family life cycle, income, occupation and education demographic segmentation is easy to implement and very useful. Psychographic variables have been a popular segmentation variable, particularly in consumer marketing of fast moving goods in psychographic segmentation, buyers are grouped according to variables such as social class , lifestyle , or personality.
17) ________ segmentation divides buyers into different segments based on social class, lifestyle, or personality characteristics 18) marketers who use ________ often segment their markets by consumer lifestyles and base their marketing strategies on lifestyle appeals. When segmenting a consumer market, a critical task is identifying the variables by which the market is to be segmented (and then using them) here is a big list of variables and sub-variables you can use. Market segmentation is a method used by marketers to help identify the most profitable customers for their product or service you will learn four approaches to market segmentation that include.