The main theoretical basis for geographical segmentation is that consumers in different geographical locations have different needs and preferences for the company's products, as well as different marketing strategies, product prices, distribution channels, advertising and other marketing measures. There are different.

Market potential and costs will vary depending on market location. Enterprises should choose those geographical markets with higher benefits that the enterprise can best serve as target markets.

Demographic variables have long been an important variable in market segmentation of consumer markets. This is because demographic variables are easier to measure than other variables.

Consumer desires and needs are not only affected by demographic variables, but also by other variables, especially psychological variables, so demographic segmentation is not completely reliable.

Consumers' desires, needs and purchasing behavior are not only affected by demographic variables, but also by psychological variables, so psychological segmentation must be carried out.

Consumers with different lifestyles have different needs for products; once a consumer's lifestyle changes, he will have new needs. Lifestyle is an important factor influencing consumer wants and needs.

In modern marketing practice, more and more companies are segmenting the consumer market according to different lifestyles of consumers, and designing different products and arranging marketing mixes according to consumer groups with different lifestyles.

To conduct lifestyle segmentation, companies can use three scales (AIO scales) to measure consumers' lifestyles: activities, interests, and opinions.

In modern marketing practice, many companies often try to expand the scope of consumers using their products through opportunity segmentation.

Consumers often purchase different products and brands because they have different purchasing motives and pursue different interests. Because of this, companies must segment the consumer market according to the different interests that different consumers pursue when purchasing goods. Enterprises can weigh the pros and cons according to their own conditions, select one of the consumer groups pursuing certain interests as the target market, design and produce products that suit the needs of the target market, and use appropriate advertising media and advertising words to promote this Product information is conveyed to the consumer base pursuing this benefit.

The practical experience of modern enterprise management proves that interest segmentation is an effective segmentation strategy.

Large companies in Western countries have abundant resources and high market shares, and are generally interested in consumer groups such as potential users. They focus on attracting potential users to expand their market position; small companies with weak resources often focus on attracting regular users.

Quantity segmentation: The market for many commodities can also be segmented according to the consumer's usage rate of a certain product, such as small users, medium users, and large users. Large users often account for a small proportion of the total number of actual and potential buyers, but the quantity of goods they consume accounts for a large proportion of the total consumption of goods.

Companies can also segment consumer markets based on how loyal they are to a brand (or store). Based on behavioral variables such as consumer loyalty to the brand, all consumers can be subdivided into four different consumer groups:

Brand loyalty market: In some markets, there are a large number of die-hard brand loyalists and a large proportion. It is difficult for some companies to enter this kind of market. Once they have entered in time, it is not easy to increase their market share.

Why do companies still need to segment the consumer market according to their purchase stage? This is because companies must use appropriate marketing mix and take appropriate market influence measures for consumers at different purchase stages in order to promote sales and improve operating efficiency.

Enterprises also need to segment the consumer market according to consumers' attitudes towards products. There are five types of consumers' attitudes toward a company's products: love, affirmation, disinterest, negation, and hostility. Enterprises should also adopt different marketing measures as appropriate for these consumer groups with different attitudes.

In the industrial market, different end users often have different requirements for the marketing mix of the same industrial products.

Enterprises should use different marketing mixes and adopt different marketing measures for different end users to cater to their preferences and promote sales.