Study resources on Kenyaplex

Get ready-made curriculum aligned revision materials

Exam papers, notes, holiday assignments and topical questions – all aligned to the Kenyan curriculum.

Or go directly to:

Class notes Holiday assignments Topical questions Other resources

Categories of Consumer Markets Segmentation

Answers

-Geographic Segmentation
Geographic segmentation calls for dividing the market into different geographical units, such as nations, states, regions, counties, cities or neighborhoods. A company may decide to operate in one or a few geographical areas, or to operate in all areas but pay attention to geographical differences in needs and wants.

-Demographic Segmentation
Demographic segmentation consists of dividing the market into groups based on variables such
as age, gender, family size, family life cycle, income, occupation, education, religion, race and nationality. Demographic factors are the most popular bases for segmenting customer groups.
One reason is that consumer needs, wants and usage rates often vary closely with demographic
variables. Another is that demographic variables are easier to measure than most other types of
variable. Even when market segments are first defined using other bases - such as personality or behaviour - their demographics need knowing to assess the size of the target market and to reach it efficiently.

Psychographic Segmentation
Psychographic segmentation divides buyers into groups based on social class, lifestyle or
personality characteristics. Also known as the IAO (Interests, Activities and Opinions) model,
People in the same demographic group can have very different psychographic make-ups. It
influenced by factors such as:
- The general personality traits of the customers
- The values of the people and the attitudes that they have towards certain products are
crucial pieces of information for a marketer.
- The hobbies and the perception of the selling company are also necessary to be obtained.

Behavioural Segmentation
Behavioural segmentation divides buyers into groups based on their knowledge, attitudes, uses
or responses to a product. Many marketers believe that behaviour variables are the best starting point for building market segments.

Titany answered the question on November 12, 2021 at 07:55

Answer Attachments

Next: Reasons for market segmentation

Previous: What is a yield curve?

View more Principles of Marketing Questions and Answers | Return to Questions Index

Get ready-made curriculum aligned revision materials

Categories of Consumer Markets Segmentation

Answers

Exams With Marking Schemes

Related Questions