Skip main navigation

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:

© ULAW Business School
This article is from the free online

Strategic Marketing: Segmentation, Targeting, Positioning

Created by
FutureLearn - Learning For Life

Reach your personal and professional goals

Unlock access to hundreds of expert online courses and degrees from top universities and educators to gain accredited qualifications and professional CV-building certificates.

Join over 18 million learners to launch, switch or build upon your career, all at your own pace, across a wide range of topic areas.

Start Learning now