Market Segmentation Concepts

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What are demographics?

Back

Demographics refer to personal and statistical characteristics of people that help businesses understand who their customers are.

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What are common demographic factors?

Back

Age, Gender, Income, Education, Occupation, Marital status, Family size.

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Give an example of demographics in marketing.

Back

A luxury hotel may target customers with high income and no children.

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What are psychographics?

Back

Psychographics are about people’s lifestyles, values, beliefs, attitudes, and interests — what they think and how they live.

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What are common psychographic factors?

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Hobbies and interests, Lifestyle, Social class, Personal values.

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Give an example of psychographics in marketing.

Back

An eco-tourism company may target customers who care about protecting nature.

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What is geographic segmentation?

Back

Geographic segmentation divides customers based on where they live or travel.

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What are common geographic factors?

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Country, City or region, Climate, Urban or rural area.

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Give an example of geographic segmentation in marketing.

Back

A ski resort targets customers who live in or travel to cold, mountainous areas.

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What is behavioural segmentation?

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Behavioural segmentation is based on how customers behave towards products or services.