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4 Factors for segmenting consumer markets
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4 Factors for segmenting consumer markets

Consumers can be segmented by 4 main factors - demographic, behavioural, psychographic, geographic
Edge of a laptop, sheet with charts, hand holding a pen over a writing pad
© ULAW Business School

4 types of segmenting techniques

The first ever examples of segmentation were very rudimentary and simple – age and gender. In today’s marketing toolkit we see many more ways we can do this exercise. The information that we capture, also known as the segmentation variables, is more varied and detailed and is made available for analysis in much larger quantities. We no longer have to ask people if they wish to share their personal information when transacting with us, we make it compulsory for them to create accounts before the purchase is even completed. There are four broad groups of segmentation criteria we can apply to the market:

A table with 4 types of segmentation

© ULAW Business School
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Strategic Marketing: Segmentation, Targeting, Positioning

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