Core Marketing Strategies and Consumer Behavior Analysis
Bases of Market Segmentation
Companies segment consumer markets using four primary pillars:
| Segmentation Basis | Core Variable Indicators | Practical Example |
|---|---|---|
| Geographic | Nation, State, Region, City Size, Climate, Density (Urban/Rural) | AC manufacturers target hotter regions; winter clothing brands target hilly terrains. |
| Demographic | Age, Gender, Family Size, Income, Occupation, Education, Religion | Cosmetic companies segment by gender; luxury car brands target high-income groups. |
| Psychographic | Social Class, Lifestyle, Personality Traits, Values, Attitudes | Premium brands like Apple target status-driven lifestyles; adventure gear brands target outdoor enthusiasts. |
| Behavioral | Purchase Occasions, Benefits Sought, User Status, Loyalty Rate, Readiness | Airlines offer frequent- |
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