Basics of Marketing - Kotler Philip

Basic principles of segmentation of consumer markets

There is no single method of segmenting the market . The market operator needs to test the variants of segmentation on the basis of different variables, one or several at once, in an attempt to find the most useful approach to considering the structure of the market. Now we will consider the main geographical, demographic, psychographic and behavioral variables that are used in segmenting consumer markets (see Table 10).

Table 10. Some variables used to segment consumer markets

Variable value	Typical Breakdown
GEOGRAPHIC PRINCIPLE
Region	Pacific States, Mountain States, Northwest Center, Southwest Center, Northeast Center, Southeast Center, South Atlantic States, Mid-Atlantic States, New England
Counties (by size)	A B C D
City or standard metropolitan area (in size)	With a population of less than 5 thousand people, 5 - 20 thousand people, 20 - 50 thousand people, 50 - 100 thousand people, 100 - 250 thousand people, 250 - 500 thousand people, 0.5 - 1.0 Million people, 1 - 4 million people, more than 4 million people
Population density	Cities, suburbs, countryside
Climate	Northern, southern
PSYCHOGRAPHIC PRINCIPLE
The public class	The lower inferior, the higher the lower, the lower middle, the higher middle, the lower higher, the higher supreme
Lifestyle	Traditionalists, life lovers, aesthetes
Personality type	A keen nature, an amateur to act "like everyone else," an authoritarian nature, an ambitious nature
BEHAVIOR PRINCIPLE
Reason for making a purchase	The ordinary purchase, a special case
Seeking benefits	Quality, service, economy
User Status	Not using, former user, potential user, novice user, regular user
Intensity of consumption	Weak consumer, moderate consumer, active consumer
Degree of commitment	No, medium, strong, absolute
Degree of readiness of the buyer to perceive the goods	Uninformed, knowledgeable, informed, interested, willing, intending to buy
Attitude to the goods	Enthusiastic, positive, indifferent, negative, hostile
DEMOGRAPHIC PRINCIPLE
Age	Younger than 6 years, 6 to 11 years, 12 to 19 years, 20 to 34 years, 35 to 49 years, 50 to 64 years, 65 years and over
Floor	Men, women
Family size	1 - 2 people, 3 - 4 people, 5 people or more
Stage of the life cycle of the family	Young single children, young family without children, young family with younger child under 6 years old, young family with younger child aged 6 years and older, elderly spouses with children, elderly spouses without children under the age of 18, single, other
Income level	Less than 2,5 thousand dollars, 2,5 - 5,0 thousand dollars, 5,0 - 7,5 thousand dollars, 7,5 - 10 thousand dollars, 10 - 15 thousand dollars. , 15-20 thousand dollars, 20-30 thousand dollars, 30-50 thousand dollars, 50 thousand dollars and more
Occupation	Persons of intellectual work and technical specialists; Managers, officials and owners; Clerks, sellers; Artisans, middle managers; Skilled workers; Farmers; Pensioners; Students; Housewives; unemployed
Education	Primary or less, junior high school, high school graduate, incomplete higher, higher
Religious beliefs	Catholic, Protestant, Jew, Other
Race	White, Negro, Easterner
Nationality	Americans, British, French, Germans, Scandinavians, Italians, Hispanics, Middle Easterners, Japanese

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