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There are four major segmentation variables: demographic, geo- graphic, psychographic, and behavior-related (see Table 4.1):
• Psychographic variables distinguish groups on the basis of less- definitive factors such as personality characteristics, cultural norms, values, and lifestyle.
Then they develop detailed profiles of this segment, examining how this group differs from others in terms of demographic, geographic, and psychographic charac- teristics.
Sample Classifications (Commercial Marketing, United States) Psychographic Lifestyle Achievers, strivers, strugglers Personality Compulsive, gregarious, authoritarian, ambitious Innovation Innovators, early adopters, early majority, late majority, laggards Behavioral Occasion Use product regularly, use product only on special occasions Benefits Quality, service, economy, convenience, speed User status Nonuser, ex-user, potential user, first-time user, regular user User rate Light user, medium user, heavy user Loyalty status None, medium, strong, absolute Buyer readiness Unaware, aware, informed, interested, desirous, intending to buy Attitude toward product/category Enthusiastic, positive, indifferent, negative, hostile Adapted from Keller and Kotler, Marketing Management, 12th edition, p. 248.
By now, hopefully it is obvious that these four markets are hetero- geneous, composed of hundreds, if not thousands, of unique groups of individuals with varying demographic, geographic, psychographic, and behavior characteristics.
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