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Segmentation, Targeting and Positioning - page 7 / 20

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Variables for Segmenting Consumer Market

Geographic segmentation: nations, states, regions, cities. Largest display store in Dhaka, Medium in Chittagong, Sylhet, Small in Rajshahi. Starbucks: more coffee and dessert for the Southern states customers.

Demographic segmentation: age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality. Most popular and widely used bases.

Age and life-cycle stage: baby gap, gap kids, gap maternity

Gender: clothing, cosmetics, toiletries, magazines. Facial cleansing, eye brow, mascara

Income: automobiles, clothing, cosmetics, and travel. Target affluent customers or low income consumers. Grameen users

Psychographic segmentation: social class, lifestyles or personality characteristics. Mercedes. K2 cigarette

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