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MARKETING STRATEGY SEGMENTATION



SEGMENTATION



The Four Types of Market Segmentation

  • Demographic segmentation
  • Psychographic segmentation
  • Behavioral segmentation
  • Geographic segmentation

DEMOGRAPHIC SEGMENTATION 

Demographic segmentation is one of the most commonly used types of market segmentation. It refers to statistical data about a group of people. A segment of the population where the customer does not actually choose to be one.   


Demographic Market Segmentation Examples for B2C
  • Age
  • Gender
  • Income
  • Location
  • Family Situation
  • Annual Income
  • Education
  • Ethnicity

A simple example of B2C demographic segmentation could be a vehicle manufacturer that sells a luxury car, such as  BMW. This company would likely target an audience that has a higher income.

PSYCHOGRAPHIC SEGMENTATION 

Psychographic segmentation categorizes customers by factors that relate to their personalities and characteristics. Everyone have different interest and passion, and they would like the freedom to express themselves regarding what they are passionate about.  


Psychographic Market Segmentation Examples 
  • Personality traits
  • Values
  • Attitudes
  • Interests
  • Lifestyles
  • Psychological influences
  • Subconscious and conscious beliefs
  • Motivations
  • Priorities

A simple example of Psychographic segmentation could be a a fashion company selling carefree, rebelious , punk, rock 'n' roll, street look. 


BEHAVIORAL SEGMENTATION

While demographic focuses on what a customer is, and  psychographic segmentation focus on who the customer is, a behavioral segmentation focuses on how the customer acts.
Behavioral Market Segmentation Examples 
  • Purchasing habits
  • Spending habits
  • User status
  • Brand interactions

GEOGRAPHIC SEGMENTATION

Geographic segmentation is the one that categorizes customers based on geographic or location. A customer location has an enormous effect whether a certain business is suitable or marketable for that target market.

An example for this segmentation, a webite software company suitable to market their service where the internet signal is not stable.  

Geographic Market Segmentation Examples   
  • ZIP code
  • City
  • Country
  • Radius around a certain location
  • Climate
  • Urban or rural





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