major segmentation variables for consumer markets
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Major Segmentation variables forConsumer Markets
Geographic
Region South India, Western Region, North, East
City Class-I cities, class-II cities, metro cities, cities with a population of
0.5 million to 1 million, cities with a population of over 1 million
Rural and Semi-urban areas Rural villages with a population of over 10,000; semi-urban areas;
small towns with a population between 20,000 and 50,000.
Major Segmentation variables forConsumer Markets
Demographic Age Under 6 years, 6-11, 12-19, 20-34, 35-49, 50-60, 60+
Family size Young, single; young, married, no children; young, married, youngest child under 6; young, marreid, youngest
child under 6 or over; older, married, with children; older , married, no children under 18; older, single; other
Gender Male, female
Income Low (upto Rs.40,000 p.a.), lower middle (Rs.40,001-80,000 p.a.), middle (Rs.80,0001-1,20,000 p.a.) upper
middle (Rs.1,20,001-1,60,000) and high (above Rs.1,60,000) (see Chapter 6)
Occupation Unskilled worker, skilled worker, petty traders, shop owners, businessman/industrialist, self-
employed (professionals, clerical/salespersons, supervisory levels, officers/junior executives, middle/senior executives
Major Segmentation variables forConsumer Markets
Education Illiterate, school up to 4 years, school between 5 and 9 years, SSC/HSC, nongraduate, graduate/postgraduate
(general), graduate/postgraduate (professional)
Socio-Economic Classification (SEC) based on % of households URBAN :A1…1, A2…1.8, B1…2.5, B2…2.4, C…6.1, D…6.6, E1…3, E2…5 (See Chapter 6
for details) RURAL : R1 , R2 , R3, R4
Major Segmentation variables forConsumer Markets
Psychographic
Lifestyle Culture-oriented, sports-oriented, outdoor-oriented
Personality Compulsive, gregarious, authoritarian, ambitious.
Major Segmentation variables forConsumer Markets
Behavioral
Occassions Regular, Special
Benefits Quality, service, economy, speed
User status Nonuser, ex-user, potential user, first-time user, regular user.
Usage rate Light, medium, heavy
Major Segmentation variables forConsumer Markets
Behavioral
Loyalty status – hard core loyals 1, split 2/3, shifting n switchers 0 None, medium, strong, absolute
Readiness stage
Unaware, aware, informed, interested, desirous, intending to buy
Attitude toward product
Enthusiastic, positive, indifferent, negative, hostile