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Amongst them are:
- Geographic segmentation
- Demographic segmentation
Age, life (-cycle) stage, gender, income, generation, social class
- Psychographic segmentation
Lifestyle, Values
- Behavioral segmentation
Decision roles, behavioral variables (occasions, benefits, user status, usage rate, buyer-readiness stage, loyalty status, attitude), conversion-attitude
After the segmentation (that means after defining the characteristics of the segment based on the above variables) one can start to target one or more of the segments. The choice depends on the segments attractiveness in terms of growth, competitive intensity, market access, and so forth...
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