Variables for Segmenting Consumer Market
Behavioral segmentation: dividing groups on the basis of knowledge of, attitude toward, use of, or response to a product. Cold Ovaltine, Mobil oil users
Occasions: coke in the morning, water resistant watch, panjabi on Eid, marriage sharee
Benefits sought: different toothpaste, different laundry detergents, different shampoo, different body lotion.
User status: non-users, ex-users, potential users, first time users, regular users. Blood bank (regular donors, first-time donors, ex donors).
Usage rate: Heavy users make up only 15 - 20% of all buyers but consumer 50 - 55% of all products. Extremely loyal or always search for lower price
Loyalty Status: brand (Sony), stores (Agora), company (GE)