separates a market by demographic indicators including gender, age, household type, education level and income. Simply put, the type of products we buy, how much we spend, and how we buy them are largely determined by demographic factors.

income

age

gender

family life cycle

social class

education

occupation

ethnicity

separates a market by lifestyle as well as values and beliefs. There are large target markets which fit psychographic segmentation, such as outdoor recreation and fitness.

personality

lifestyle

values

wants

Behavioral segmentation separates a market by shopping and buying behaviors. Are you an online shopper or do you prefer to handle products in the store? How often do you shop? Do you research a purchase carefully before making a decision, or do you tend to buy on impulse? All of these factors determine how consumers are segmented and marketed to. If you’re a critical thinker like me, you may be wondering about those people who fall in between, or are made up of a combination of, those segments. My experience on Pandora is a great example. Am I the Chevy or Mercedes demographic? Although market segmentation isn’t a perfect science, it will certainly get you closer to understanding your target audience and increasing your marketing return on investment.

benefits desired

usage rate

buying attitude

separates a market into different geographical boundaries which can impact the marketing mix of product, price, promotion and channel to market. For instance, you may not sell many down comforters in Arizona, but the market in Michigan is pretty good. Ever been to Hawaii? The price of goods is substantially higher than the continental United States. And the way you promote and sell a product in southern California will be quite different from Vermont.

region

city size

urban

rural

climate

whatsapp

custom chat

skype

twitter

facebook

linkedin

webRTC

pop-up

skype

hangouts

ex: children under 18 cant buy beers

paid apps

0.99 app

niche premiums

alternative app stores

mass promotion to all buyers

two or more products with different specifications

identify one or more segments, and make taylor made products